Illinois Tobacco Quitline
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.