Pfizer launches ‘The Impossible Audition’ in new Quit Smoking campaign via WiTH Collective

CB Exclusive – Pfizer has launched a Quit Smoking campaign via WiTH Collective, for its prescription-only brand this week, reminding smokers how hard it is to quit on your own.

Says Russel Hind, senior brand manager, Pfizer: “Working alongside WiTH Collective, we quickly identified that most smokers have had a few goes at quitting. One of the main reasons for failure can be that they’ve tried to do it by themselves. Our insight is that quitting smoking is actually a two-person job. And your doctor is key – you’re four times more likely to quit smoking with the help of your doctor or another healthcare professional.”

VIEW THE ROMEO & JULIET FILM

VIEW THE MOBY DICK FILM

VIEW THE 3 LITTLE PIGS FILM

Says Justin Hind, CEO of data-driven creative agency WiTH Collective: “This is a tough audience to reach, especially in social, as they are generally unreceptive to traditional quit-smoking messages.  We needed to talk to smokers in a way that didn’t draw on their previous failure, something they hate being reminded of. We also wanted to encourage them to talk to their doctor, something they were reluctant to do. By presenting the notion of quitting being a two-person job, we found that smokers were more accepting of their previous lack of success. So the campaign set out to demonstrate that it was entirely reasonable to expect one person to fail at a job that is naturally designed for two. And then, that doctors are the best people to approach about quitting.”

Says Steve Coll, CCO, WiTH Collective: “We teamed up with Alex Roberts at Finch Productions to surprise actors in a series of genuine auditions. Each actor was approached by their agent to audition for a particular role. But when they turned up to audition for the part, they were instead asked to perform the roles of two characters in the same scene at the same time, with a fairly unrelenting talent director putting them through their paces. We choose Romeo and Juliet, Moby Dick and The 3 Little pigs as audition pieces to prove to our audience that, like quitting smoking, some jobs are too hard to do alone.”

Says Hind: “The category needed a real shake-up, so we were keen to explore social activation with WiTH Collective. They delivered the message of ‘it’s harder to quit on your own’, and executed it in a way that is both entertaining and shareable, something that non-smokers can feel comfortable sharing with their smoking friends. The activity prompts smokers to find out more at helptoquit.com.au”.

The campaign has gone live today, via Facebook, Youtube, Outbrain, Catch-up TV and owned media.

Client: Pfizer

Media Company: Ikon