We set up a chain of fashionable Coffin Shops in the biggest shopping malls, where smoking teenagers could test drive a coffin. The kids were photographed and their images appeared right away on a website.

On the website one can instantly start to quit smoking with a mobile mini-blog. A smoker can be in real time contact with his peers 24/7 by a mobile phone or PC. So the personal support group is always in his pocket where the pack of cigarettes used to be.

Daily visits to the campaign site increased by 3000% when the coffin entered Big Brother and stayed that high. Thousands of young smokers have been photographed trying out the coffin and have entered the quitting program. A nationwide television audience followed our message. The media budget for our exposure was €5000.