Commit.com homepage as it appeared when we launched Commit Cappuccino flavor.
What happened and why it's not that simple…
We were tasked to support Commit Lozenges new flavor launch of "Cappuccino" through interactive channels. Sounds easy, but studies have shown us that the urge to smoke is strongly linked to "trigger" activities. Coffee is a HUGE smoking trigger (and we weren't sure why Commit's brand team didn't see that), so we needed to think of ideas that could turn that to our advantage.
"The only thing better than coffee and a cigarette is…"
Click to see Commit.com's homepage content highlight come to life.
Reinforcing the stop-smoking message with an animated Flash module on Commit.com's homepage. we used "cappuccino art" to help defuse this trigger. This Flash module also helps connect the site visitor to content (and savings) found deeper in the site.
Is that all you did?
Not by a long-shot. We did a subtle color palette change for the entirety of Commit.com to reinforce the branding of the new flavor launch. We also created a number of sub-pages, specific to the new product launch, which drove registration and lead generation by offering a a free trial of the new product. There were also "Cappuccino" branded email streams that followed new registrants/users on an established schedule of "check-ins" covering the weeks it takes to start a smoking cessation program.
