WHYBIN\TBWA TEQUILA\

QUIT GROUP \DON'T GIVE UP, QUIT

The Quit Group is an incorporated charity trust, established in 1999, and are committed to helping New Zealanders quit smoking.

The Brief:
TBWA\ was asked to create two advertisements to kick-start the 2011-year for the Quit Group. The client specifically requested that we move away from traditional generic advertising, push boundaries, and move towards a more innovative, empowering and creative way of engaging their target audiences.

The Fact:
The Quit Group wanted the campaign to reinforce the fact that in 2010, 11,000 New Zealanders successfully quit smoking with Quitline’s help.

The Challenge:
How to create two empowering TVCs that pushed the boundaries of traditional and finger-wagging advertising as well as gain Government support - all within the space of three weeks.

The Solution:
In order to meet the client’s requests TBWA\ created two advertisements that were genuine, by selecting talent who have quit or who are in the process of quitting. After countless hours of finding the perfect people, the rest was easy.

The Results:
The highest number of daily calls and website hits was recorded on Monday 10th January when The Quit Group’s first advertisement premiered on TV3. Call volumes and website traffic were also significantly higher on Tuesday when the advertisement was broadcast for the first time on TV2 and Maori TV.

THE WORK \BACK TO GALLERY