Brief

Raise awareness of, smoking replacement product, IQOS in menthol cigarette smokers

Roles

• art direction

• development lead

idea / strategy

Initial campaign research identified that most menthol cigarette smokers were either unaware of the impending ban or lacked information on the subject.

Addressing the lack of awareness and information identified in early research formed the core messaging for the campaign which ultimately sought to inform existing menthol smokers as to when the ban was happening and provide options for smoke-free alternatives, one being Iqos, via a responsive website.

Clear messaging coupled with bold colours and simple, yet engaging animations were used across all communications to give an approachable appearance and visual consistency.

Awareness ads

Questions and topics of interest to existing smokers were identified in early research and formed the basis of topics for dynamic digital ads, with further granularity provided by copy variations.

website

The fully responsive website provided bite-sized, concise information relating to the ban and smoke-free alternatives; additionally, users could also search a library of questions or submit their own. Thanks to being fully integrated into a content management system the client was able to schedule and publish content and feature changes throughout the lifecycle of the site.

Mobile screens