iqos

IQOS

The challenge:

Improve educated-awareness level of IQOS in Indonesia by delivering product understanding, what IQOS is all about and create online & offline conversations, to ‘own the heat-not-burn category’.

The Solution:

Create a meaningful, impactful communication and integrated campaign that touches adult smokers’ minds and hearts’ to be moved and eventually switch to IQOS. The ‘Pleasure Responsibly’ campaign gets conventional smokers to understand IQOS and what benefits and experiences they can get from the brand by communicating IQOS can provide a true tobacco experience without the worrying effects of conventional smoking.