Creating Engagement and Aspiration Through a Dynamic Design-Centric Cultural Platform.

In brief

IQOS, Philip Morris International’s heat-not-burn technology is disrupting the tobacco industry and represents a shift in focus for the company from traditional cigarettes to heat-not-burn devices. IQOS’ global entry took place in Japan in the spring of 2016; with a nationwide distribution, IQOS has become amongst the most successful brands ever launched in the country. The Japanese heat-not-burn cigarette market reached over $5 billion in 2017, with IQOS holding both the most premium brand positioning and the strongest share within this market.

Ad-comm was brought on board to help launch the brand, creating and optimizing the brand’s appeal in Japan through an art and design centric lifestyle positioning element, and innovative digital augmentation activities.

What we did

Together, our strategy, creative and experiential teams developed a multi-faceted approach.

We started by conceptualizing and executing a product design project, bringing together creative and innovative individuals who embrace new ways to think, sense, taste, see. Local artists, all trendsetters, were selected and engaged to design a signature IQOS device sleeve accessory and inject their vision and appeal into the brand. A series of “art sleeves” were successfully launched, establishing IQOS’ presence in the realm of art, design creativity and innovation.

Next, we planned and organized IQOS Japan’s participation at the Salone del Mobile Milano. The Japan-based artists were taken to Milano and their digital engagement and augmentation strategy was planned and implemented by Ad-comm.

In Japan, Ad-comm conceptualized and executed a series of lifestyle events, further bringing IQOS to life on a design centric cultural platform. The climax event, “Celebrating Art and Life” was held at a stunning location, on the rooftop of the Andaz Hotel. A unique “Art Gallery x Club” concept made for an exciting and intriguing experience. Artistic elements included an exhibition of the streetwear designer NIGO’s IQOS collaboration, interactive installation art, VJ projections, and more. The mood was dynamic, modern and thoroughly engaging. Ad-comm ensured the presence of influencers who augmented the event through social platforms and generated robust social media, traditional media and word of mouth coverage.

Most recent activities include seasonal digital and social media activation campaigns, featuring opinion leaders and influencers.

ad-comm Co., Ltd.
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Shibuya-ku, Tokyo 150-0012
Phone: +81(0)3-5423-5335
Fax: +81(0)3-5423-5340

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