Three facts explain the success of this editorial-led campaign. First, it's all about the launch of a new and interesting self-test health product designed to make consumers take stock of their smoking habit and associated health risks. Smoking as a health issue is in the news on a regular basis, but commercial PROs still need new angles to grab media attention and generate branded coverage.
Secondly, the launch benefited from high-profile opinion formers who were prepared to enlist their support and demonstrate the product in action.
Thirdly, a detailed, tailored and thorough media strategy was implemented to generate coverage in a number of sectors at both launch and on an ongoing basis.
The media results are also good. Research proves smokers require more than motivation to help them quit - hence the need for products that provide a differentiating supportive role to match consumers' everyday needs, especially at those times when they are most susceptible.
The techniques used in the campaign are fairly standard but it has succeeded in terms of generating coverage and making critical audiences, especially health professionals, take note of an important health issue.