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British American Tobacco

Kent Surround

Insight

Kent Surround replaced Kent Actron in Global Travel Retail markets.

To launch Kent Surround variants Silver and Black  priced parity to HD range in order to introduce the Surround range under Switzerland specs and Health Warning.

 

client

BAT

services

Project management

challenge

Building awareness and understanding of new Kent offer – the focus of the launch communication strategy.

 

ideea

Massive launch presence through: In-store communication, 121 engagement, new brand architecture and layout.

 

1-2-1 engagement in Zurich (2 shops) and Geneva: Kent City Guide, introduced to strengthen Kent Surround launch offer and engage innovatively as well as implement the Kent strategy to move toward value added service.

Kent city guide mobile application free to download via mobile phone, supports the traveling consumer by giving them “Tip Top” information for 25 cities: restaurants, clubs and more.

 

Internal launch

The KENT booth to build awareness of the new KENT offer amongst the staff and solving a meeting space problem at the time at the BAT International headquarters in Zug, Swizerland.

 

results

Execution excellence with budget savings of 15%. Great impact of the campaign.

 

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