SZUAN
Innovative Promotion for BC’s QuitNow Services
The BC Context
• Pop 4.1 Million• 600,000 tobacco users• 14.4% use rate• Comprehensive tobacco
control since 1998• QuitNow Services • 3% smokers think of QNS
as top-of-mind resources
QuitNow & WIN Contest
• 50 days to plan• Go ahead on September 23rd
• Launched November 24th
• Announced winners February 20th
• 500,000 eligible tobacco users in the province• 7100 registered• 14,200 directly involved
QuitNow & WIN Contest
• 19 or older• BC residents• Daily tobacco users• Support buddy• E-mail address
• Primary goal to raise awareness of quitline and website (QNS)
• Secondary goal to help tobacco users quit
Promoting the Contest
• Contest promoters• Facebook• Community detailing• Adwords
• Paid TV PSA• Send to a Friend• Share a Story
Contest Promoters
• Network of promoters• Electronic contact• Distribution of contest material in communities• Continued contact after contest
• Organic • Paid for ads• One of the top referral
sources prior to paid TV PSA
• Goal conversion of 10%
• $3.81 cost/registration
Community Detailing
• Organized at short notice
• Hired over 20 university students
• 2 weeks before Christmas
• Face-to-face distribution of contest material
• Medical offices, businesses & random smokers on street
• Targeted communities
Ad Words
• Monitored closely through Google Analytics
• Refined throughout contest
• Change ads to make use of performers versus non-performers
• Goal conversion of 21.32%
• $5.29 per registration
Paid TV PSA
15 second PSA
registrations
Send to a Friend
• Social networking• Viral promotion• 440 visits through “send to a friend”• Conversion Rate: 45.84%
Share a Story
• Support• Personalized• Interactive• Growing sense of community
Key to Success
Building Relationships with:• Contestants• Contestants and Support Buddy’s• Contest Promoters
The Faces of Winners
Go To: www.quitnow.ca for details