My Time to Quit
BRAND Chantix CLIENT Pfizer
What if you broadcast to the world that you are going to quit smoking? You should be more successful, right? And when do people
commit to quit? New Year's Day, of course.
FROM LEFT (TOP): Peter Ng, VP/director technology enablement, Cheryl Horsfall, lead creative, Ashish Verma, VP/group creative
director, (BOTTOM) Alissa Kaplan, VP/group marketing director, Jackie Stone, VP/group director promotions, Dan Stein, VP/group
director strategy & analysis
That's exactly what Digitas Health did for Pfizer as part of its unbranded campaign "My Time to Quit," getting smokers to
give up the pack. The best part? It was completely interactive, allowing consumers to take an active role in the ad. The concept
was simple: Smokers proclaimed that they were going to stop smoking, uploaded a photo to the Web site (or had it taken in
Times Square), and within seconds a photo of their face appeared on the massive digital billboard in Times Square for the
world to see.
"There's a really simple insight that if you tell people that you are going to quit before you quit smoking, then you are
more likely to succeed," says Graham Mills, executive product director at Digitas Health. "Our focus as an agency is about
helping, not selling. So it's not just about 'try this drug;' here's some real help to motivate you to do what you need to
do. Campaigns like this help people be more successful in their outcomes."