IQOS- Global Immersive Brand Experience for changers
The ultimate companion for IQOS customers
Challenge:
Everyone who started smoking cigarettes will face the ultimate decision to continue a bad habit or simply quit it. For people who rewarded themselves with tabacco consumption for years or even decades, it will become a long and difficult journey of giving up or to relapse. Philipp Morris created IQOS as brand which offers a whole vaping ecosystem, including prestigious high quality technology and so called “Heets” which are far less harmful than traditional tabacco consumption.
The solution:
The insight for an ultimate smart IQOS companion was born to enable every smoker user type achieving their goals on their individual journeys. The concept of the the companion should be encouraging, educative and supportive in many ways possible. For achieving this goal, the platform should be capable of being immersive, conversational and highly interactive.
Apart from the companion's amazing presence, we also designed a highly engaging social platform that should allow every user to connect with peers. Making it possible to share, grow and benefit from each other's individual experiences. The workshop we held before building this concept included over more than 30 relevant stakeholders, ranging from brand, content and marketing who contributed enourmously to deliver the new brand experience.
Role & Responsibility:
· Creative Direction & Experience Lead
· Design & Brand Consulting
· Design & Brand Consulting