Campaign details
Brand: NicoretteBrand owner: Johnson & JohnsonLead agency: Ensemble Worlwide, Universal McCannCountry: MalaysiaIndustries: Non-prescription, OTC productsMedia channels: Mobile & apps, Online display, Programmatic display, Radio & audio, Websites & micrositesBudget: Up to 500k
Executive summary
For Malay male smokers, the Ramadan (Muslim fasting) month is the perfect opportunity for them to quit, as they are smoke-free for 14 hours throughout their daily fast. Unfortunately, one in two would-be quitters end up relapsing after a few feeble attempts.
We discovered that the triggers to smoke during the...