Challenge

Imperial Tobacco Canada aimed to increase brand awareness for its nicotine replacement product among A35+ audiences actively seeking to quit smoking.

The campaign had to navigate a shifting regulatory environment while ensuring the message reached its audience in meaningful, impactful ways. The objective was to maintain visibility and relevance, using smart targeting strategies that connected with consumers at high-intent moments, particularly around pharmacies, while demonstrating adaptability under complex external pressures.

Solution

A flexible and data-driven media plan enabled the campaign to stay impactful under changing conditions.

• Broad market coverage across billboards, subway screens, and transit shelters to maintain visibility in high-traffic areas.

• Geofencing activity around pharmacies enabled real-world attribution, linking exposure directly to store visits.

• A rapid pivot from static highway units to a balanced mix of static and digital formats to sustain impact under new regulations.

Results

The campaign delivered strong results, proving the effectiveness of precision targeting.

• Real-World Impact: 34,895 incremental walk-ins across Zonnic’s main markets.

• Outstanding OOH & Media Performance: Top-performing screens and locations achieved up to 6.23x lift, with subway, billboard, and transit shelters leading performance.

• Proven effectiveness: 1.51x lift and $3.99 CPIV showed clear influence on consumer behavior.