With the explosion of the e-cig market, OK needed a strong campaign to protect & grow their market share.
We developed a range of executions which played on the OK brand - but also majored on the benefits to existing smokers of switching to the OK brand. A key consideration for both agency and client was to ensure the campaign targeted and appealed to current smokers and didn't look to glamorise smoking.
Over the campaign period, OK saw in store sales increase by 9%, online sales soar by 140% and traffic to the website grow by 30%! Not bad heh?!