"Impossible is possible"
IQOS on- and off-trade campaign
Brief:
To enhance IQOS brand awareness through hostess iPad activations.
Wonder-approach:
Could you ever imagine that a cirrus cloud could weigh 800 tons – as much as 100 elephants? Seems impossible, but it’s true. So is IQOS – the first tobacco industry product that’s free of burning, smoke and cigarette smell. If something seems impossible, it doesn’t mean that it couldn’t be.
We’ve managed to raise IQOS awareness and boost the sales in HoReCa channel by approaching LAS with this intriguing ice-breaker. Besides we’ve given a fresh start for iPad as a customer engagement tool by complimenting the verbal part with fabulous AR that you could see on our case video. And while we’re using a composed CG interior to present the case, an island with all its waterfalls, elephants and clouds is shown as it appears on iPad screens during real HoReCa activations.
Includes 3 AR and 1 Offline activations.
1. Clouds & Elephants
CONCEPT
It seems that the clouds weigh nothing. In fact an average cirrus cloud weigh over 800 tons which is the weight of 100 average elephants.
If something seems impossible, doesn’t mean that it couldn’t be.
IQOS will let enjoy real tobacco taste with no ash and with less smell than of a smoked cigarette.
ACTIVATION DESCRIPTION
SE approaches LAS, noting that he or she chose one of the best Moscow’s new restaurants for a dinner and might be a person who likes new discoveries.
Then SE hands LAS an iPad with AR application and explains that things that seem unbelievable actually exist – like a cloud that weighs like 100 elephants. After that SE presents IQOS – the device that allows you to enjoy real tobacco taste with no ash and with less smell than of a smoked cigarette.
ICE-BREAKER
―Good evening, you’re looking great tonight
―Thanks
―Since you have chosen one of the best new restaurants in town for your dinner, I assume that you enjoy filling your life with new discoveries.
―I guess
―In that case you might find amusing what I would like to show you (hands the AR devise to the consumer)
―It seems that the clouds weigh nothing. In fact an average cirrus cloud weigh over 800 tons which is the weight of 100 average elephants. [After the AR demonstration] If something seems impossible, doesn’t mean that it couldn’t be. With IQOS you can enjoy real tobacco taste with no ash and with less smell than of a smoked cigarette. IQOS, it changes everything. [Continues with product presentation].
2. Immortal Jellyfish
CONCEPT
It seems that rebirth is a myth. However a jellyfish called Turritopsis Nutricula is the only creature on Earth that’s able to rebirth again and again.
If something seems impossible, doesn’t mean that it couldn’t exist.
IQOS will let enjoy real tobacco taste with no ash and with less smell than of a smoked cigarette.
ACTIVATION DESCRIPTION
SE approaches LAS, noting that he or she uses smartphone and might be a person who likes to know more than happens just around.
Then SE hands LAS an iPad with AR application and explains that things that seem unbelievable actually exist – like immortal jellyfish. After that SE presents IQOS – the device that allows you to enjoy real tobacco taste with no ash and with less smell than of a smoked cigarette.
ICE-BREAKER
―Good evening, you’re looking great tonight
―Thanks
―As I could see you are a smartphone user which means that you are using social media. Judging by that I assume that your interests spread further than a certain place of your current presence.
―Well, yes
― In that case you might find amusing what I would like to show you [hands the AR devise to the consumer]
―It seems that rebirth is a myth. However jellyfish called Turritopsis Nutricula is the only creature on the Earth that is able to rebirth again and again. [After the AR demonstration] If something seems impossible, doesn’t mean that it couldn’t exist. With IQOS you can enjoy real tobacco taste with no ash and with less smell than of a smoked cigarette. IQOS, it changes everything. [Continues with product presentation].
3. Diamond Rain
CONCEPT
It is said that diamonds don’t fall from the sky. However, this statement could be argued. Some while the clouds of soot surrounding Saturn start showering with the diamonds.
If something seems impossible, doesn’t mean that it couldn’t exist.
IQOS will let enjoy real tobacco taste with no ash and with less smell than of a smoked cigarette.
ACTIVATION DESCRIPTION
SE approaches LAS, noting that he or she chose one of the best Moscow’s new restaurants for a dinner and might be a person who likes new discoveries.
Then SE hands LAS an iPad with AR application and explains that things that seem unbelievable actually exist – like a diamond rain on Saturn. After that SE presents IQOS – the device that allows you to enjoy real tobacco taste with no ash and with less smell than of a smoked cigarette.
ICE-BREAKER
―Good evening, you’re looking great tonight
―Thanks
―Correct me if I’m wrong, but you seem to be a contemporary person, open to the newest trends, which is so important these days – so plenty with discoveries and inventions. Is there anything you’ve discovered for yourself lately?
―Sure, this restaurant… and kitesurfing last summer (smiles)
―In that case you might find amusing what I would like to show you (hands the AR devise to the consumer). It is said that diamonds don’t fall from the sky. However this statement could be argued. Some while the clouds of soot surrounding Saturn start showering with the diamonds.
―[After the AR demonstration] If something seems impossible, doesn’t mean that it couldn’t be. With IQOS you can enjoy real tobacco taste with no ash and with less smell than of a smoked cigarette. IQOS, it changes everything. [Continues with product presentation].
4. Weight of the internet
Offline bonus activation
CONCEPT
It’s hard to believe but the internet weighs about 50 g, i.e. as much as a strawberry.
If something seems impossible, doesn’t mean that it couldn’t exist.
IQOS will let enjoy real tobacco taste with no ash and with less smell than of a smoked cigarette.
ACTIVATION DESCRIPTION
Holding a tray with fresh strawberry, SE approaches LAS that is fully into his smartphone. SE mentions that such person might be an active internet user and likes to be always up to date with the latest news.
Then SE hands LAS an iPad with AR application and explains that the whole internet weighs as much as a strawberry, while many months of hard work of outstanding specialists are embodied in a small IQOS devise. If something seems impossible, doesn’t mean that it couldn’t exist.
ICE-BREAKER
―Since you’ve got a smartphone, I believe that you use internet quite often. So you might find amusing what I would like to show you [hands the AR devise to the consumer]
―It’s hard to believe, but the internet weighs only 50 g or as much as a single strawberry [demonstrates strawberry on a tray]. It’s amazing but months of leading world’s scientists, designers and marketers found room in this compact minimal device [demonstrates IQOS].
―[After the AR demonstration] If something seems impossible, doesn’t mean that it couldn’t be. With IQOS you can enjoy real tobacco taste with no ash and with less smell than of a smoked cigarette. IQOS, it changes everything. [Continues with product presentation].
2016
Title: Impossible is possible
Client: IQOS
Agency: Up'n'Beyond, Moscow
General Producer: Gleb Bukhin
Creative Director: Denis Davydov
Art Director: Constantine Zharov
Project Manager: Alexander Ivchenko
Generalist: Alexey Kasyanov
Programmer: Gleb Storozhik
