Frontera’s innovative campaign encourages smokers to QUIT
Published: 05 Jan 2012
London-based Frontera, the world’s first health consumer agency, which uses a tenfold approach centred on connectivity to achieve relevance in the health consumer world, has teamed up with smoking cessation charity QUIT on a new campaign to reveal the ‘true age’ of smokers’ lungs with the launch of LungClock.
“We are very excited to see the campaign going live with an ability to measure the results it will generate,” said Bruno Cepollina, partner and creative director of Frontera London. “This project reflects our beliefs of what agencies should be about today: innovation beyond advertising. Long gone are the days of passive advertising; we live in an age of engagement and connectivity.”
The campaign is live online now at lungclock.com, and is supported by an iPhone app. Outdoor media initiatives are also being piloted, with advertising on 40 buses in Barnsley, an area with a high incidence of smoking-related disease.
Once consumers’ true lung age is revealed, they are then encouraged to access telephone or online smoking cessation counselling and advice from QUIT and to announce their intention to give up via social media sharing.
“Cutting edge communication is now indistinguishable from product design,” explained Ben Randal, partner and interactive director at Frontera London. “It’s not only about having a great idea, but providing excellence in execution, production and design. For example, the approach involved in generating LungClock is no different from what it would take to deliver a remarkable commercial product.”
By putting the end-user at the centre of their activities, Frontera aims to demonstrate that client investment actively to engage in the health consumer space is both prudent and necessary.
Discussing the young agency’s approach to its clients, Frank Walters, non-executive director of Frontera, said: “Our ambition is to provide health with a much-needed, progressive approach – an approach that reminds everyone of the crucial role that creativity plays in tackling health challenges. We're building a talented team that hails from a range of backgrounds: consumer and healthcare, client as well as agency.”
“As an innovation-led agency, we believe 10% of our time should be invested in R&D to generate ideas as business solutions for the clients that we pro-actively seek. This is an example of that work. Measuring the achievements of the pilot, before national roll out, will be our next step,” concluded Craig Mills, managing partner at Frontera.
Published: 05 Jan 2012
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