The Ask:
Refresh the Parliament campaign.
The FUN:
Multiple photoshoots, web design, email, direct mail, retail signage, and promotions.
CAMPAIGN
The Ask:
Elevate Parliament’s brand image with the ultra-premium competitive audience and solidify its premium positioning among its core audience.
The FUN:
Created elevated “moments of recess” that are just as unique as the “recessed filter” of the Parliament cigarette.
Circular formations create a quick visual connection to the cigarette's filtered tip and allowed viewers to escape the ordinary.
The assets were used across omni-channel platforms to support all advertising efforts.
PROMO
The Ask:
Create a promotion that would reinforce brand affinity and drive daily interaction.
The FUN:
Connect with the audience's enthusiasm for exploring new destinations and promote a travel-focused sweepstakes.
• 8 weeks. Daily instant-win prizes. Enter every day.
• $25K grand prize awarded each week.
IN STORE – On-pack cellophane. In-pack card.
IN MAILBOX – Laser-cut envelope for airline route map interaction.
EMAIL – Invite, Reinvite, and Weekly Reminders
ONLINE EXPERIENCE
• Animated, flip-tile game.
• Play every day for a new entry and to reveal a new piece of the puzzle.
• Play all 7 days, and Day 7 unlocked 5 additional entries & a bonus tile (8th tile) to completely reveal a travel destination as inspiration to keep engaging.
• Resets each week to reveal a new travel destination.
GRAND PRIZE MAILER – Included 2 passport holders, travel vouchers and a booklet of inspirational destinations.
BEHIND THE SCENES / SET BUILDS
