The viral execution was based on the creation of a spoof website called Nicomarket, which operated as a microsite selling spoof ‘tobacco flavoured’ products such as toothpaste and face cream. Designed to amuse people first and foremost, the execution was clearly designed to appeal to an appearance conscious audience.On the back of this, consumers were invited to proceed to the checkout, where they could then receive help and guidance on how to quit smoking.

Overall 150 web portals and video platforms were seeded, resulting in 300,000 visitors to the Nicomarket website & 3,500,000 video views. 58,000 orders were placed for the products and 13% of visitors forwarded the videos to their friends.