Nicorette® Jom Quit

Taking the quit-smoking message onto Malaysia’s public transport network

To launch Nicorette®’s Jom Quit Smoking campaign, EMG managed a high-profile media and government stakeholder event unveiling the campaign’s branded train wraps across the LRT Kelana Jaya Line and MRT Kwasa Damansara–Putrajaya Line.

The launch was attended by Datuk Seri Dr. Dzulkefly Ahmad, Minister of Health, together with representatives from the Ministry of Health Malaysia, media partners and key campaign stakeholders.

Beyond creating the train-wrap designs, EMG coordinated the launch as a carefully managed public-sector and media engagement. This included ministerial protocol, VIP arrival and movement, event flow, official speeches, media registration, press coordination, photography moments and the formal unveiling of the branded trains.

The campaign introduced Cik Era, an AI-powered quit-smoking helpline designed to make support feel more accessible and approachable. By placing the message within Malaysia’s daily commuting environment, the campaign transformed the train wraps into moving reminders that help is available—and that quitting can begin with one conversation.

Guided by EMG’s Brand Memory Architecture™, the campaign connected a highly visible physical asset with a clear and memorable call to action. The train became the campaign’s recurring public cue, while Cik Era provided a simple pathway from awareness to support.

Through our balance of love and logic, the launch combined empathy for smokers seeking to quit with the precision required to manage government protocol, media relations and public-facing brand execution.

The project demonstrated EMG’s ability to deliver more than campaign creative. It showed our capability to coordinate ministries, manage senior dignitaries and media, and execute a high-profile launch with professionalism, clarity and control.