From three ideas, the research identified the one that would drive the greatest change:
Cravings vary and happen 24 hours a day. Our services help you beat each and every one, no matter the time of day.
This idea literally takes every hour of the day, talks to a familiar trigger and craving and uses media to show that our services are here to help you get through that craving moment.
To do this, we created 24 films to represent the 24 hours in a day. Each ad is aired on its hour, while on digital they can be used contextually and frequently.
Our line: Beat cravings one at a time.
We needed to ensure that we kept our audience focussed on the ‘here and now’ not asking them to quit, rather making them feel understood and encouraging them to beat cravings, one at a time. Just one, then another… then another…