555: ROOM NINETY BY DESTINY

OVERVIEW 

555 - key leading brand belongs to British American Tobaco would like to launch new SKU D90 into market. With the limit of cigarettes advertising law, how to launch 555 D90 into market?

INSIGHT

555 is a brand with long heritage with consumers, however, only with old generation. Therefore, increasing penetration among young consumers is chosen as key strategic objective for this campaign

IDEA 

For the very first time at BAT - a tobaco company, Jigsaw proposes an IMC plan to ativate on multi channels (not only focus in field as usual of tobaco industry) The idea is to portrait a group of new smokers who lives with elevation spirit as 555 D90

DEPLOYMENT

"The Destiny 90 Gang" The idea is a story about different KOLS from different trendy sectors (singer, music producer, visualizer). The Destiny 90 Gang is showcase a special project which they work together on. All the working process teasing from the gang is picturized into a short film which is spreading on digital channel. The official masterpiece of the project (special performance created from these 3 talents) is showcased in events at different province. The consumers are invited to listen their story from online and to witness at the offline event to understand how these young people live with elevation spirit

Ho Chi Minh City

  • ENVY 
  • Xing Xing
  • Qui Lounge

Ha Noi

  • 1900

Da Nang

  • OQ Lounge

RESULT

Our successful launch nationwide

  • Distribution 220.000 outlet 
  • Prominent showcase with 300.000 displayed items
  • 6 events with 3.570 participants
  • Outstanding social media: 19.500.000 impressions, 8.400.000 reach, 1.200.000 engagement