Boosting acquisition in 11 points of sale
On the occasion of the new school year, Philip Morris wanted to deploy an in-store acquisition operation in Switzerland around its IQOS electronic cigarette, with a strong premium positioning.
OBJECTIVE
The objectives were multiple:
- Recruit exclusively new customers, via a controlled course
- Create a strong incentive to enroll thanks to a high-end experiential reward
- Deploy an operation consistent with the premium image Of the brand
- Guarantee a strict legal compliance, in a demanding regulatory framework
The operation had to be activated in 9 Swiss cities, via a QR code at the point of sale, with a clear promise: an experience worth €200 offered after registration and validation of the status of new customer.
The solution put in place
RewardPulse supported Philip Morris throughout the entire device, from design to activation:
1. Premium and targeted experiential sourcing
- Selection of 100 experiences spread over 3 worlds in affinity with the brand:
- Tasting
- Care & relaxation
- City culture & art
- An experiential promise aligned with IQOS premium DNA
2. A platform dedicated to brand image
- Fluid and branded journey
- 3 distinct entries corresponding to the worlds of experiences
- A user experience designed to enhance the reward
3. A secure acquisition mechanism
- Connection with the Philip Morris system for check “new customer” eligibility
- Prevention of opportunistic profiles and competitors
- Full legal validation before launch
4. Close and responsive support
- Sourcing phase on 1.5 months
- Coordination with local and global teams
- Respect of deadlines and production in accordance with the initial brief
- Project valued internally up to level Global Loyalty
The results
9 cities activated In Switzerland
They boosted their sales with RewardPulse
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