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This week marks the end of a two-month media buy for a Heart & Stroke Foundation digital campaign that skipped the usual TV ad buy to target smokers at the very moment they bought their cigarettes.
The Ontario-only campaign, created by the association’s longtime agency Agency 59, was based on the idea that it usually takes several attempts to quit smoking before succeeding.
However, a change in target audience for the first campaign of 2010 required a different kind of media plan for the organization, according to Agency 59 president Al Scornaienchi.
“We’ve been running television pretty much every year since 2000, but this past year we decided to go digital,” said Scornaienchi.
“This year we’re targeting the guys who aren’t quitting,” he said. “That’s young males, age 18 to 34. Generally before, [the target] was adults 25 to 54.”
Launched in early February, creative appeared on outdoor digital boards, online, in cinemas and at point-of-sale screens through Adcentricity.
The New York-based Adcentricity, which has offices in Toronto, provided Agency 59 with more than 500 screens. In some locations, the ads were triggered at the moment cigarettes were purchased.
The prospect of creating an immediate impression with the target audience made the in-store real estate a must-have, according to Scornaienchi.
“I don’t know of any other advertiser yet who’s done that. It was brilliant and when we heard about it we were absolutely excited. It was a perfect opportunity.”
Each media execution drives to IWillSucceed.ca.
