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

Facebook

• 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