瑞典街头神奇广告牌 路人在其前面抽烟时会咳嗽

在许多西方国家,烟的消费量都在下滑,但在有68%的人口为烟民的中国,烟的消费量仍在持续增长。而瑞典的吸烟人数正创下历史新低,但禁烟者们还是在想各种方法来进一步减少吸烟者的数量。瑞典的Apotek Hjartat连锁药店则推出了一种神奇的路边广告牌,当有人在其前面抽烟时,广告牌上就会开始有咳嗽的图像,这会让吸烟者在公众场合感到羞愧而不再吸烟。

这个广告牌的原理很简单,其里面装有烟雾探测器,如果检测到烟雾,广告牌上就开始播放人咳嗽的图像,但不知道如果一辆排着浓烟的汽车经过时这块广告牌是否也会咳嗽。Apotek Hjartat的负责人称人们对这种广告牌的反应多种多样,但大多数都是正面的评价,她还称:“吸烟对自己没有好处,人们需要时刻有东西提醒自己这一点。”

http://www.cnbc.com/2017/01/16/this-billboard-ad-coughs-when-youre-smoking-near-it.html

This billboard ad coughs when you’re smoking near it

An billboard ad that can detect when someone is smoking and coughs at them has been unveiled in a busy area of Stockholm.

The digital ad can not only sense cigarette smoke, but can tell when someone is actually smoking by detecting the glow when they light up. It uses similar technology to that found outside some hospitals and gas stations, according to a spokesperson from agency Åkestam Holst, which is behind the campaign.

In the ad for Swedish drugstore Apotek Hjärtat, a man starts coughing once the technology senses that someone is smoking nearby. Then the line "New year, new resolutions" appears, followed by a selection of smoking cessation products.

Apotek Hjärtat – which literally translated means "pharmacy heart"- wants to help consumers live a healthier life, according to its marketing director Fredrik Kullberg. He gave the agency the opportunity to think freely about how to promote stopping smoking, a popular new year's resolution.

"We have a strategy to make communications that touches people and are always thinking about how to make the communication worth talking about," Kullberg told CNBC.com by phone.

"It's one of the most cost-efficient campaigns I've ever made," he added, given the attention the billboard has generated. The media and production costs came to around 30,000 euros ($31,815) for the advert itself and it ran at a site on one busy Stockholm street.

While it's too early to see the campaign's impact on product sales, Kullberg said the campaign had gone viral. An online video shows passersby being surprised by the ad when they smoke near it, which has been viewed nearly 600,000 times across Apotek Hjärtat's Facebook and YouTube pages.

"Using technology but meeting with real life and using the digital displays in innovative ways, going forward it's really exciting," Kullberg added.

Apotek Hjärtat has previously run a similar digital ad on a train station for a new line of hair products. As trains arrived at the station, a woman's hair appeared to blow in the wind generated, reacting to motion sensors in the billboard.

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