Pfizer, with the help of Ogilvy Brussels, launched a new brand called Siga red, the first brand of fake cigarettes that helps smokers quit smoking. Siga red is the new smoking cessation campaign from Pfizer.
Video NL Video FR
Eighty six percent of people who smoke have already tried to quit smoking multiple times, without any result. That’s why Pfizer wants to help these people with professional advice from a healthcare professional. Pfizer is tempting the target group with the object that they most desire, a pack of cigarettes.
The campaign had two phases. The first one led people to www.siga-red.be where they could order a limited edition pack of Siga red. That pack of Siga red was delivered to their home. The contents? 19 flyers rolled up as cigarettes with a message to go and see a healthcare professional. The other flyers where intended for the recipient to give to family members, friends or colleagues.
The second phase: vending machines were placed in several train stations where people could receive a free pack of Siga red. A machine was also installed in ‘De Vooruit’, a trendy bar in Ghent. People could discover a new brand of cigarettes, but actually they were being asked to go and seek professional help.
In addition, healthcare professionals were asked to participate in this campaign. They could order a promotional pack with a display with Siga red packs and a poster for their waiting room.
Siga red, the first cigarette that helps smokers quit smoking, forever.