EU Campaign: Stop Smoking Eyeblaster’s Behavioral Sequencing Demonstrates Cumulative Harms of Smoking

EU Smoking Cessation Case Study

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ExecutionIsobar used the image of a cigarette as the basis for a slider. Users stated their daily cigarette consumption by moving the slider back and forth. As the slider moves, the ‘smoking fingers’ in the image turn progressively more yellow. This encouraged interaction with the ad and it demonstrated in very visible terms, that each cigarette has a negative impact.

Excellent Use of Behavioral SequencingTo drive home the cumulative effects of cigarette smoking, Isobar chose to use Eyeblaster’s Behavioral Sequencing Feature. When a smoker visited the ad and set the slider to their level of smoking activity, this level was saved on the computer. The next time the user was served the ad, it calculated how many cigarettes that user had smoked since the last exposure, and illustrated the impact of the cigarettes by displaying the smoking fingers in the corresponding level of yellow. Each subsequent time the user was exposed to the ad, the number of cigarettes smoked rose (and the fingers yellowed) – reminding the user of the effect cigarettes have on daily and cumulative bases.

The ad design encouraged users to interact directly within the banner

Campaign IDAdvertiser: EU Smoking CessationMedia Agency: Isobar GlobalPublisher: MSN - Served in five different countries across EuropeAd Features: Behavioral Sequencing A day later

Campaign ObjectivesThe campaign strategy developed by Isobar evolved from the incremental and cumulative effects of smoking. The campaign was also designed to allow users to touch and interact with the ad as a way to find out about their smoking habits within the ad.

StrategyThe campaign strategy developed by Isobar evolved from the incremental and cumulative effects of smoking. The campaign was also designed to allow users to touch and interact with the ad as a way to find out about their smoking habits within the ad.

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Results• Thiswasthefirst time a behavioral sequenced advert was used to promote medical objectives, and it had a

significant impact.

• 38,000 users interacted with the slider

• 6000 unique users clicked through to learn more about smoking cessation programs

• A10% increase in the click-thru rate after viewers viewed the second ad, reinforcing the fact that Behavioral

Sequencing combined with ad frequency made a positive contribution to driving the message home and eliciting a response.

© 2008 Eyeblaster Inc. All rights reserved l www.eyeblaster.com l Email: info@eyeblaster.com l 646.202.1320 (U.S.) or +44 (0) 20 7831 9410 (UK)