Challenge Glaxosmithkline wanted with their campaign "I want to see results - combine exercise and smoking cessation and get a bigger effect" to make the target group aware of their Nicotinell nicotine chewing gum. The target group is active people who exercise and want to stop smoking.
Solution Fitness Omklæding was chosen as part of the campaign, where posters were set up in the women's and men's changing rooms in Fitness World. The message on the poster encouraged the target audience to get a free taste. With placement outside the cabinets, this ensures high visibility towards the target group in selected centers in Aarhus and Copenhagen - a total of 40 centres. In addition, displays were set up in the same center where the target group could get a taste test of Nicotinell nicotine chewing gum with two different flavours. The campaign runs from week 1 to 8, when many choose to stop smoking as a New Year's resolution.
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