Case Study: Illinois Tobacco Quitline boosts quit-smoking awareness with Comcast Spotlight

Illinois Tobacco Quitline - Customer Case Study

Illinois Tobacco Quitline, a Chicago-based government/municipal initiative, needed to reach adults ages 25–54 across Illinois with a special focus on African-American and Hispanic adults and encourage more people to use its quit-smoking resources. It partnered with Comcast Spotlight, using a multi-screen awareness campaign to expand the reach of its statewide quitline effort.

Comcast Spotlight built a data-driven campaign targeting nine geographic zones in the Chicago market, combining TV spots, XFINITY.com pre-roll video, email takeovers, and sports-page takeovers. The results were strong: an XFINITY.com sports-page takeover drove more than 11% of site traffic that day, and an email takeover drove 88% of ITQ website traffic while tripling the expected clickthrough rate. Comcast Spotlight’s banner and pre-roll ads also beat expectations by about four and seven times, respectively, and pre-roll video generated nearly 16,000 views.

Illinois Tobacco Quitline