Campaign details
Agency: BBDO CanadaAdvertiser: Ministry of Health and Long-Term CareCategory: Pivotal Insight
Section I — Case Parameters
Business Results Period (Consecutive Months): February 20th – June 9th 2017Start of Advertising/Communication Effort: February 20th 2017Base Period as a Benchmark: N/AGeographic Area: Ontario, CanadaBudget for this effort: $500,000 – $1 million
Section IA — CASE OVERVIEW
Why should this case win in the category (ies) you have entered?
To incentivize smokers to make quit attempts, we set out to transform their initial feelings on failure as a...