Categories Name : Mobile & Tablets

Sub-Category : Best Innovation in Mobile Marketing

Entry Name (Campaign) : 12 Weeks Not 12 Months

Brand Name : 2baconil

Metal : Gold

Covering Note / Overall Experience

As India’s first manufacturer of transdermal nicotine patches, 2baconil wanted to help smokers complete their new year resolution to quit smoking by introducing them to 2baconil patches that are medically proven.

Concept

As per consumer insights, we found that many smokers take a new year resolution to quit smoking at the beginning of every year. But most of them fail to stick to their resolution and go back to smoking within a few months. As the brand stands as a support partner in the journey to quitting smoking, we gave the users a technology forward platform to help them begin the journey towards quiting smoking.

Innovation

At the end of the last year, we launched #12WeeksNot12Months India’s first mobile lung capacity test. The platform asked users to blow into the microphone while an algorithm measured the intensity of the blow to calculate the lung capacity of users and suggested the right 2baconil patch therapy based on their results.

Execution

The lung test was designed like a fun game which asked the users to lift three balloons in one single breath. Once the user stopped blowing, the test skipped to the next screen. We then asked three questions about their smoking habit, which allowed the algorithm to identify the user’s level of addiction. Based on the combination of the lung test and the answers against the questions, the results showed how healthy or bad the user’s lungs were. It also suggested the right strength of 2baconil therapy as a solution to users who wish to quit smoking.

Results

5 Mn people reached in 6 days. 21,663 people took the test.