Aetna: The 11 Initiative

This case study describes how Aetna, a health care company in the USA, launched a campaign to encourage smokers to quit, giving the brand an almost 100% positive brand sentiment.

Aetna: The 11 Initiative

Campaign details

Agency: Ogilvy New YorkClient: AetnaCategory: Insurance

Executive summary

Aetna, a health insurance firm in the USA launched a campaign to encourage smokers to quit, resulting in an almost 100% positive sentiment for the brand. Aetna inspired smokers to quit by rewarding each cigarette not smoked (thus saving 11 minutes from the smoker's life) for an 11-minute experience. Aetna took the competitive advantage of incentivising rather than demonising smokers, as other campaigns tend to. Films of the experiences were posted on YouTube and drove traffic to the campaign's website. Videos...

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