The Brief: Zyban is a medical product that weans smokers gradually from the habit.
The Idea: First build a database of smokers in the country. The insight was that most often, the smoker's family is the one who puts pressure on the smoker to quit. If we enlisted their help to help him quit, we'd stand a better chance of success in building a database for further communication. Imagine the power of the next piece of communication that perhaps said - "Your daughter Sonal would like you to quit smoking."
Readers could cut out the reply coupon in the ad, fill in their personal details and send it in to us, telling us if they'd like their husband / father to quit. Rewards like Holidays, Sony Handycams, Mobile Phones and Watches would add that extra incentive to write in.
The Idea: First build a database of smokers in the country. The insight was that most often, the smoker's family is the one who puts pressure on the smoker to quit. If we enlisted their help to help him quit, we'd stand a better chance of success in building a database for further communication. Imagine the power of the next piece of communication that perhaps said - "Your daughter Sonal would like you to quit smoking."
Readers could cut out the reply coupon in the ad, fill in their personal details and send it in to us, telling us if they'd like their husband / father to quit. Rewards like Holidays, Sony Handycams, Mobile Phones and Watches would add that extra incentive to write in.
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