The tour is a national EXPERIENTIAL events tour in which young adult smokers participate in the biggest break-up story with smoking by sharing their project, idea, aspiration of their new life without their ex (cigarette) as well as to experience the different tools offered on breakitoff.ca
The tour will stop at 45 different strategic locations where young smokers hang out in different cities across Canada from August 18 (back-to-school period) until mid-November 2014 (12-week campaign).
The tour bus will be at Trafalgar on Monday, Sept. 29 from 10 am – 3 pm. It will park in Parking Lot 1.
Davis will host it on Tuesday, Sept. 30 in front of the Residence Building near C wing from 10 am – 3pm.
The branded mobile unit (truck/ trailer) will be at the heart of the experiential tour, creating strong visibility for breakitoff.ca and drawing crowds to the activity.
o Size of Vehicle = 16’ – 18’
o Digital Touch screen
o Breakitoff.ca demonstration
o Navigation throughout the different menus
o Accessibility to content and available tools
- 3 communication call-to-actions for quitters:
o Mobile App
o Talk to a quit coach (TBD)
o Facebook community
- Contesting online all year (via Facebook/ Twitter)
o From outside the truck, a giant marquee with real time countdown of cigarettes dumped will be highly visible for target market.
o Acts as an additional element to support the idea of collectivity
o Blackboard available for young consumers to share their tips on how they stay split up with smoking, using white chalk.
The Team:
o A squad of 4 brand ambassadors, including a tour team leader, will play the role of break-up agents during the tour events.
o They will search for young adult smokers and invite them to engage in the biggest break-up story, will communicate key messages about the Break it off campaign in order to demonstrate how many tools there are available to help consumers in their quitting process.
Participants:
o Invitation to be part of the biggest break-up story with smoking and to be one of the faces of our campaign.
o Connection to a mobile application available on one of the two iPads available on counter.
o Language selection (FR or ENG)
o Quiz:
- How many cigarettes are you dumping?
- Money saver calculator (yearly) from mobile app
- What project do you have in mind with your new life and savings?
- Open answer for young quitters to express themselves about their new smoking-free life!
- Participant pictures (+/-30 second) in rotation Tonality
- Focus on positive message new projects in mind, new life, aspirations, etc… r.g., ‘’how do you like me now? (that I’ve quit smoking– OR see how happy I am now that I broke up with you, cigarette!”
o Participants holding round board with answers
o Video will be hosted on breakitoff.ca (special section for Experiential Tour) where participants can view & share the video.
o Participants who took part in the activities of the Break it off truck will be given a breakitoff pack of gum or a branded stress ball to remind them of the website when they might experience a slip-up.
Non-smokers:
o Consumers intercepted by our brand ambassadors will be invited to share the tour with their smoker friends and/or relatives to encourage them to break-up with smoking.
o On their end, they can be part of the Facebook community for access to content and/or contests sharable with other smokers.
Look for the bus on campus! Please share this information with students.
