Quitting smoking is one of the hardest things people can do, but there are resources to help achieve that important goal. The Illinois Tobacco Quitline (ITQ) provided such a resource to Illinois residents. With a goal of reaching adults aged 25-54, with an emphasis on African-American and Hispanic adults, ITQ teamed with Comcast Spotlight to spread the word.
Using data, including CDC information, pinpointing concentrations of heavy smokers, ITQ’s multi-screen awareness campaign focused on nine specific geographic zones in the Chicago market to enhance the reach of a statewide initiative. The television component of the campaign included networks aligning with ITQ’s target audience, including ABC Family, A&E, BET, Comedy Central, Comcast SportsNet Chicago, ESPN, FX, Hallmark, Lifetime, MTV, Oxygen, Syfy, TBS, TNT, VH1 and USA. Pre-roll video on Xfinity.com extended reach and employed interactive elements, including the ability to schedule a call with the Quitline. The campaign also used high-visibility email and sports-page takeovers on Xfinity.com, strategically timed around high-traffic dates.
Clearly, the ITQ’s message resonated with the public. On the day the ITQ ran a takeover of XfinityY.com’s sports page, more than 11% of ITQ’s website traffic came from Xfinity.com. But that was just a warmup: on the day of its Xfinity.com email takeover, 88% of all ITQ website traffic came from Xfinity.com. The email takeover also tripled the anticipated clickthrough rate. In addition, banner and pre-roll video advertising generated approximately four and seven times the anticipated clickthrough rate, respectively. In all, pre-roll video generated almost 16,000 views.