Indian Digital Media Awards
Innovation in Mobile Marketing
2baconil
#12 Weeks, Not 12 Months
What We Did
To reach affluent, tech-savvy corporate smokers from Tier 1 cities, we deployed an emotional campaign video, social media challenges, and digital banners with advanced remarketing guiding smokers from awareness all the way to purchase.
With 120 million smokers in India accounting for 12% of the world's smoking population, we built India's first-ever mobile lung capacity test for 2baconil intercepting smokers right at their New Year resolution moment. Using a mobile browser app, users blew into their phone's microphone to lift three balloons in a single breath, while a proprietary algorithm measured their lung capacity and suggested the right therapy based on their smoking habits.
What Was the Impact
The campaign ran for just six days and the results spoke for themselves.
- 5 Million+ people reached
- 5,00,000+ campaign views
- 1,00,000+ clicks generated
- 21,600+ people took the lung capacity test
- 900+ leads generated month-on-month at ₹300 cost per lead
- 20% reduction in cost per lead
- 30% reduction in cost per conversion
More than numbers, the campaign delivered a message that quitting smoking isn't easy, but with 2baconil, you can do it in 12 weeks, not 12 months.
Recognition
ET Shark Awards
Best Use of Mobile Campaign
