Marlboro Augmented Reality

www.marlboro.ph/

THE CHALLENGE

The client wanted to create and develop a campaign that would encourage cigarette smokers to purchase cigarette packs. The main objective and challenge was to come up with a way for users to want to buy more than 1 cigarette pack so in turn they have a higher chance of winning prizes. The client also wanted to ensure the fairness of process and a system wherein results could be crosschecked.

SOLUTION

The concept of "Willy Wonka's Golden Ticket" was a strategic point in the campaign. An instant gratification process was used wherein users could see their prize instantaneously. This was employed to get users to buy more packs and win more prizes instead of smoking the cigarettes and their chances of winning. Agency employed Augmented Reality Technology. Users would purchase a pack at the Marlboro/Philip Morris Booth. Each pack is accompanied with one sticker attached to the cigarette pack. Users were encouraged to take the augmented reality experience to see if they are the lucky winner of multiple prizes.

RESULT

The goal of getting users to purchase more than 1 cigarette pack was achieved successfully. With an estimated number of users mirroring the 2007 Ad Congress, the difference was far greater. Sales of Marlboro Cigarette packs were up VS 2007 by 93% and Philip Morris sales VS 2007 were up 78% proving that the strategies employed in the campaign were effective.