Get routine and manual workers (the UK's most staunch smokers) to swallow their pride and ask for help with quitting.
Instead of just doing an ad campaign, we invented a new product: the Quit Kit. To get around our audience's cynicism about asking for help, we positioned it as a tool for getting a job done, rather than a crutch to overcome a weakness. It's packed with neat ideas, tips and tools to help a quitter's willpower. Our TV ads, inserts and direct mail got the word out. Then bloggers, journalists and news programmes helped spread it even further.
Demand for the Quit Kit was so high, the DH website crashed. In the first two months, 405,000 people ordered the Quit Kit - up 233% on the year before. Conversion rates also quadrupled from the previous baseline, and cost per response dropped from £63 to £20.