Pfizer Australia – How Champix Outsmarted Cigarettes
Agency: Ursa
EXECUTIVE SUMMARY
For decades, Government sponsored 'Quit' campaigns aimed at turning smokers off cigarettes. To stand out and encourage action in this category is a tough brief. Into this landscape Pfizer launched Champix, a new, prescription-only smoking cessation treatment, available only from a doctor.
The Champix launch delivered true innovation in one of marketing's most highly regulated markets. Our willingness to embrace non-traditional pharmaceutical marketing channels, our truly unique 'you can't do it' communication strategy, and the way we stalked quitters throughout their smoking day, were all catalysts for one of...