This example of conative marketing – ie, A for Action, caught my eye a couple of years ago. You see a cigarette on the pavement, pick it up, but then find it contains a message on how to quit smoking.
It’s simple and effective.
What really hits home though is the way it reaches out to the specific target group. Non-smokers will totally ignore it.
Only downside: this is an expensive promotional mechanic. But it gets my thumbs up!