Campaign

 

Part of our campaign is to go out in the streets and distribute cigarettes in a hearse, possibly inside a coffin. 

We want to attract the TG attention by distributing advertisements that cigarettes on a precise date would be handed out FOR FREE.

Our TG are smokers so we're sure to pick their interest.

When they don't expect it the free cigarettes ride is a hearse.

That maybe takes away their desire for smoking and force them to take action?

 

Why do we think it's going to be a success?

We want to send an unconventional message:

Do smoke, we won't stop you. Just be prepared to face the consequences.

Why would that message be successful?

From the same psychological report from previous post:

  It is prohibited to smoke until the age of sixteen or even eighteen in some countries, children who smoke and get away with it without being caught, can get a thrill or feeling of excitement out of flaunting the law and doing what grown up adults do all the time. 

We think that by making the action not being prohibited we would remove the "taboo" factor from the mind of the young people.

Strategy phases

• Connect online
• Cross- promotion
• Provide info & incentives
• Enable and encourage sharing 

Our example strategy for a phase. 

Connect online 

• We intend to gain social followers from existing online customers.
• We are to provide valuable, timely event information through social channels.
• We shall provide incentives for existing customers to promote us online/share info from us with friends/followers.
  

Tools,
There are many tools we could use to promote our campaign f.ex, Facebook, Linkedin, twitter, youtube etc. But in our project as the requirements says, we have used Facebook and this because our target group frequent most Facebook than others.

Landing page facebook draft (html code)

Our message

Why did we choose such a message?

This is an article from a psychological research:

Some children may also begin to smoke if they have low self-esteem. Smoking may get them in with the "in crowd" and help them to make friends. If they smoke, then they will be accepted by their peers.

Some children have said that they smoke to appear older and more grown up, especially if they are surrounded by young adults who smoke.

A number of children are only experimenting with smoking and just want to try it so see what all the fuss is about. As it is prohibited to smoke until the age of sixteen or even eighteen in some countries, children who smoke and get away with it without being caught, can get a thrill or feeling of excitement out of flaunting the law and doing what grown up adults do all the time. 

Target group

We decided to pick as our target group: 

• Stop smoking, target group 16-24 age. 

So our campaign will be centered on trying to make them stop smoking.