Nicorette are the UK’s leading nicotine replacement brand. In recent years, increased competition meant that brand growth had slowed.
Under the brand’s big idea ‘Do Something Incredible’ Nicorette created a new campaign ‘Breathing’, which aimed to encourage smokers to quit for good.
The campaign heroed the incredible story of Dan Verhoeven, a professional free diver, underwater photographer, and ex-smoker. Stopping smoking freed him up to enjoy a life of underwater exploration & photography.
UM studios was tasked to bring the content to life in Stoptober, making ‘the power of one breath’ meaningful to smokers and encouraging them to make a pledge to quit smoking with Nicorette. So we launched the One Breath Experience for Nicorette in Westfield London.
Visitors to our 64-sq metre experience were able to experience a life-sized 180⁰ immersive video of a free dive with Daan Verhoeven in an 4 metre VR dome – similar to a mini iMax. While at the experience, visitors were able to discuss stopping smoking and recommend the best Nicorette product to suit them.
The centrepiece of the stand was a tank showing a video of a free diver performing stunts and holding up stop smoking messages. People could pose for selfies with the diver, holding up their written Stoptober quitting pledges and share the photo on social media.
The immersive experience delivered 4,000 interactions with dissonant smokers for an average interaction time of 12.5 minutes, far exceeding the FMCG average 3-4 minutes. It also provided a whopping 830 hours of individual face-to-face brand contact. The local Boots store sold out in a few hours.