CHALLENGE

Working closely with the client team from Johnson & Johnson, develop a first-of-its-kind campaign to actively assist Amazon customers to quit smoking.

SOLUTION

This hugely innovative project was pioneering across multiple fronts, and included many never-been-done elements for all parties involved. Our proposal was to make the customer journey as straightforward as possible, following design cues from mobile apps to keep everything streamlined and familiar.

Customers could pick one of several ‘pledge dates’ for their smoking cessation start date, and once part of the pledge they immediately received discounts for key Nicorette products but more importantly were sent regular weekly email updates & check-ins, which linked to further content within the experience to gently guide them through the process.

IMPACT

We faced many complex hurdles and challenges throughout the project’s development (most of which were entirely unexpected) but we overcame one-by-one and launched a trail-blazing campaign. It proved popular with a surprising number of users and the Nicorette client was very proud of our shared achievement - the client team winning a prestigious J&J award for their efforts.