Publicis shows for Philip Morris how real Iqos users experience the product
In its campaign for Philip Morris, Publicis Solution House highlights the benefits of IQOS e-cigarettes—from the consumer's perspective.
No fire, no ash, no cigarette smell - in many ways, Iqos is a better alternative to Philip Morris cigarettes. Since its launch, these benefits have been communicated primarily with a focus on the product. However, this left open the question of what difference this effectively means for consumers in everyday life.
To bring the benefits closer to adult smokers in Switzerland from different perspectives, Publicis Solution House developed and produced a campaign tailored to the local market. The focus was on real users from German- and French-speaking Switzerland, who shared their personal experiences in six videos on a newly created Landing page tell. These experiences include, for example, no longer smelling like smoke after a break. The authentic opinions are intended to ensure that the Iqos brand becomes even closer and more tangible.
The campaign by Publicis Solution House also includes several print and online placements, POS activities and eCRM measures in a wide variety of versions adapted to the respective target groups. The work can be seen throughout Switzerland from October.
Responsible at Publicis Solution House: Florian Weitzel (Creative Director); Cagdas Cakmakdas (Junior Art Direction); Epu Shaha (Graphics); Gregor Juritz (Copy); Sarah Pietrasanta (Copy); Katja Metz (Managing Director); Holger Schicke (Client Lead); Gioia Matys (Junior Account Director); Abbie Ramakrishnan (Creative Strategist); Lucas Conte (Strategist); Charlotte Ballhaus (eCRM Project Manager). Production: Manuel Mack (director); Simon Reinitzer (executive producer, Take Agency); Timmo Schreiber (photo).
