However, this time, it seems as though Europe may have taken a cue from America for one of their campaigns. A few weeks ago, the State Tobacco Education Prevention & Partnership in Colorado created a PSA of sorts in the vehicle of a Web site (Check out my old post on this Here). The primary target audience for this site is young adults between the ages of 18-24. Its main objective is to get them to stop smoking, or, better yet, to never start, if they haven’t already. Well, the European Union has come up with a clever campaign that seems to be oriented towards the same age demographic, and certainly for the same purposes.
The site is called Nicomarket, and it takes a slapstick, slap-in-the-face kind of approach to getting people to quit smoking. It is designed in a manner reminiscent of a 1980’s used car dealership…where large plaid jackets, oversized ties, and the hard sell sales tactic are king. It is actually a pretty funny Web site…it is not too over-the-top, which is good, because it needs to appeal to quite a few different countries (the EU is now up to 27 Countries, with three more candidates awaiting approval), but it is still pretty bold humor.
The general premise of the site is that Nicomarket is part of the company NICO ltd., a company that manufactures several different products, namely a face cream, toothpaste, a mouth spray, and an air freshener. All of the products have little videos that accompany them, which describe their features and uses. Each product is designed as a funny little way to point out the negatives of smoking. Check out a few of the better videos; go to the cream video Here, and the spray video Here
Thanks to Rocco Stallvord at Adverblog for bringing this campaign to my attention. Check out his post on this subject Here.
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