Challenge: GSK wanted to give the target audience the opportunity to taste the different flavors that Nicotinell nicotine chewing gum offers. The target group is active people who exercise and want to quit smoking.
Solution: In collaboration with citrus media, it was decided to set up sampling displays in 20 selected centers in Aarhus and Copenhagen, where the target group could take one of the three flavors themselves. In addition, 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 with the message "Smoke-free once and for all". With placement on the outside of the cupboards, this ensures high visibility towards the target group. Further Fitness TV was also part of the campaign with exposure of sound throughout the center – also in the changing rooms. With exposure on these different media, GSK is ensured great visibility towards the members of Fitness World. The campaign started in week 1, when mnagers choose to stop smoking as their New Year's resolution.
Citrusmedia ApS
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Citrus Media
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