Creativeland Asia conceptualised a Twitter crowdsourced song #DontSmokeBecause, for air freshener brand Godrej Aer. The twitter campaign started on 6 June and the film went online on 26 August.
The campaign started out as a hashtag ‘#DontSmokeBecause’ on the twitter handle of @Godrejaer, asking people to write in their reasons to quit smoking. The campaign got 2,704 tweets posted by people across India and was later filmed with the support of 330 people including young college students, senior citizens, working professionals and singers, amongst others.
Anu Joseph, executive creative director, Creativeland Asia, said, “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.”
Godrej Aer comes in a musk ‘After smoke’ fragrance, among others. Aligned with the anti-smoking stance, the promo for the fragrance urges people not to smoke in the first place.
Agency: Creativeland Asia
Client: Godrej Consumer Products Ltd.
Brand: Godrej Aer
Production house: ESTD Films (Easier Said Than Done)