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This piece explores expressions of love and marriage through a narrative projection of film, typography and audience participation. The piece was a collaboration between Pico, Observatory London and Windy Lo, an award winning wedding gown designer in a piece that bridges Asia and Europe.
An immersive brand experience
The booth was essentially a club inside the festival, featuring our own international DJ. The central area featured a sampling and registration counter. The left wing had a sales counter with Marlboro's exclusive "design your own" pack art featuring special art for the event and an interactive dance shadow screen. The right side was an exclusive VIP area for our invited members and contest winners with drink bar, DJ emulators, and interactive game tables.
Leading up to the event, there was an online campaign for Marlboro members - winners were provided premium event tickets and stretch hummer limos and door to door service between their homes and the event and back. They were also given exclusive brand prizes and VIP service through the event.
The brief was to ensure brand presence and inject excitement among Legal Age Smokers by utilising the smoking space at the largest electronic dance music event of the year via sponsorship.
We provided the ultimate electronica "Marlboro Red - Flavour" smoking booth experience and promoted Marlboro's leadership position and a sustained share of market growth within the then contracting segment of legal age smokers
Experiential Smoking Booth Activation
Marlboro Red | Womb Adventure
Marlboro Red | Womb Adventure
Successful lead-generation and brand activation
The booth generated over 2,000 new sign-ups to the digital Marlboro membership.
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