Brand | NAQA ANTI-SMOKING CHARITABLE ASSOCIATION |
Product/Service | SECONDHAND SMOKE |
Entrant | FP7/RUH Riyadh, SAUDI ARABIA |
Category | Use of Standard Outdoor |
Entrant Company: | FP7/RUH Riyadh, SAUDI ARABIA |
Advertising Agency: | FP7/RUH Riyadh, SAUDI ARABIA |
2nd Advertising Agency: | INFIX Riyadh, SAUDI ARABIA |
Results and Effectiveness
As a result, 15,000 smokers joined the therapy sessions at our NAQA
clinic. This
also led to a 65% increase in visitors to the clinic compared to
last year.
It was crazy on the net, Saudis were discussing it on blogs, Facebook ,
YouTube and Twitter.
Even it was discussed on the major TV Stations and Programs (MBC,
Saudi TV 1 & Saudi TV 2); to say how creative and innovative the idea
was.
Another impressive thing was that some companies has asked Naqa to
have this Poster placed in their offices.
Creative Execution
We needed to demonstrate to smokers what second hand smokers
feel.
So we came up with the “Coughing Poster”.
The smoke of the cigarette gets funneled
through a fan into a smoke detector. The smoke detector gives a
signal to a programmed amplifier that transforms the beeping alarm
sound into a cough sound coming.
All this has been fit into a poster with an image of a coughing person
on it.
We placed it in places where smokers gather. we've done this exercise in the 3 major cities of the kingdom Riyadh, Jeddah and Dammam.To gain media we’ve posted it on Facebook, Twitter and was discussed in the major Saudi Blogs. People started talking about
that on the net and major TV stations and programs talked about
this innovative idea such as MBC, Saudi TV 1 & 2.
Insights, Strategy and the Idea
To increase awareness about
the harmful effects of second-hand smoke
Target Audience: Our target was smokers who kept on smoking in
public areas where smoking is prohibited. They’ve affected the non-
smokers with of second-hand smoke
Insight: Although smoking is banned in most public areas, people still
smoke in malls, parking lots and outside most facilities entrances. Thus
non-smokers were still under the harmful influence of second-hand
smoke.
Relevance-Client & Target Audience:
Our idea fits the client’s objective which is mentioned above.; it was an
unconventional idea, that you don’t see everyday. Naqa needed such
an idea because the traditional ads weren’t effective.
As for our target, it was surprising for them and impactful because of
the coughing sound. They were obliged to look at it, read the message
and think of what they are doing and yet in simple, funny entertaining way.
Credits
Ahmad Beck |
FP7/RUH |
Executive Creative Director |
Ghassan Nehmeh |
FP7/RUH |
Account Manager |
Ziad Kerbaje |
FP7/RUH |
Client Serving Director |
Ahmad Beck |
FP7/RUH |
Copywriter |
Marc Lanwandos |
FP7/RUH |
MD |
Mohammad Baalbaki |
FP7/RUH |
Art Director |
Ossama Barqawi |
FP7/RUH |
Production |
Jimmy Abboud |
FP7/RUH |
Art Director |
Richard Nakhle |
The Gate |
GM |
Ahmad Beck |
FP7/RUH |
Art Director |