We’ll dramatise the products the hero and elevating them to look iconic.
RoleArt direction and design
TaskConcept of the campaign, design of landing page and delivery of assets.
GoalReengage and promote product sales for existing customers.
TimeThree weeks
Objective
Leveraging resolution period and behavioural patterns.
In September, many people feel motivated to make resolutions and create positive changes in their lives. This presents an opportunity to encourage adult smokers to make the switch to a healthier lifestyle by quitting cigarettes.
Create a campaign visual that will be rolled out and adjusted by individual territories to showcase multiple products.
The Approach
The campaign taps into the insight of making new resolutions in September while having a simple, single-minded message focused on the bestselling aspect of the devices.
IQOS bestsellers are the most sought out devices, so they’re a very BIG deal.
Key considerations
Incorporation of brand colours
Use of a plinth
Versatility in using one or many products
Limited to be able to use product cut-outs
Sought-After Collections
IQOS bestsellers are the most sought-after devices and collections. We’ll dramatise this by making the products the hero and elevating them on the iconic IQOS key plinth, both individually and as a collection.
Landing Pages
One of the ways how this campaign will be communicated is through a conversion-centric landing page.
The page is structured by showing the love for the product via bold images, zooming in on features and other details, followed by information on why a legal-age smoker might switch to cigarettes, such as flavour and reduced health impacts. Lastly, user-generated content reinforces confidence in the product and value proposition.
