GSK
Consumer Healthcare was looking for a way to drive trial of Nicorette Fruit
Chill and recruit smokers for The Fruit Chill Million sweepstakes.
The
Inspiration:
Two branded Fruit Chill Million
vehicles were produced to provide interactive sampling and education by the
Lighthouse Marketing counseling team.
The
teams visited a variety of high traffic events across the country to provide
diversity in geography and well as ethnicity.
The two teams received
continuous training throughout the 14 month tour, including specialized
instruction from Frank Vitale, the Director of Smoking Cessation Training from
the University of Pittsburgh.
The two teams are scheduled to hit 49 markets during their tour, educating the
public on smoking cessation and signing smokers up for the Fruit Chill Million
sweepstakes. Grand prize winner will win one million dollars.
The
Result:
The two Lighthouse Marketing
counseling teams surpassed the GSK Consumer Healthcare goal at 103%, by
counseling more than 301,000 people on smoking cessation.
The
success of this project had lead to a number of additional opportunities within
GSK’s Consumer Healthcare division.
