Monday, March 29, 2010

Anti-smoking campaign targets buys at the point-of-purchase

As reported by Marketing Magazine, the Heart & Stroke Foundation is running a two-month ad campaign that will target smokers at the precise moment the purchase of cigarettes are made—in the store.

The Ontario-only all-digital campaign is skipping TV and will include in-store digital media, outdoor digital displays, online and in cinemas. The foundation and its longtime agency Agency 59, chose these media outlets to target the people that weren't quitting.

The New York-based Adcentricity, which has offices in Toronto, provided many of the digital screens.

The ads also act as middle-media, forwarding the audience to IWillSucceed.ca.

A video of the ad is available on Marketing Magazine's website.

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