Godrej Aer crowdsources for ‘don’t smoke’ campaign

29 Aug,2013

By A Correspondent


After having achieved much success with Hippo snacks some years back, Creativeland Asia has come up with another first exploiting the possibilities thrown up by the social media: crowdsource a communication message. Some 2704 tweets posted by people across India and filmed with 330 people are the hightlights of Godrej Aer’s #DontSmokeBecause song.


#DontSmokeBecause was launched on the Twitter handle of @Godrejaer and asked people to write in their reasons to avoid or quit smoking, notes a communique. Within five days of the launch thousands of tweets came pouring in. Soon after this the video was filmed with the support of people including young college students, senior citizens, working professionals, singers, amongst others.


Said Anu Joseph, Executive Creative Director, Creativeland Asia: “In the early days of Twitter we had created a successful twitter-based campaign to track inventory for Hippo. Since then we have continued to push ourselves to use social media properties for client partners to create value-based differentiation. #DontSmokeBecause is a step-towards using the 140-character platform inventively.” The project took two months to complete – from conceptualization to execution.


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