Development of a large-scale BTL campaign for the Lucia tobacco brand (Japan Tobacco International).

The Art of Self-Expression BTL campaign was aimed at increasing the customers’ loyalty towards the brand, as well as attracting interest to the innovative technology of Lucia — Less Smoke Smell. The pilot stage of the campaign was held in 30 major malls and 50 popular hotels, cafes, and restaurants of Moscow and Saint-Petersburg, gathering over 20,000 participants.

Its idea was that tobacco smoke can take on attractive forms with the use of the Less Smoke Smell technology. The participants were offered to try drawing a flower made by smoke — the main component of Lucia’s new visual style — on a computer tablet. Specially developed software processed data received from the tablet, putting it on the display as a stylized image.

All works went to Lucia’s Website, also developed by Aero, where they were voted for.

Participants of the Art of Self Expression campaign received free invitations to Moscow Fashion Week, sponsored by Lucia among others.

A so-called Lucia Smoking Lounge — a display stand with area of 100 m2, also developed by Aero – was installed at the event.

During the festival, a series of creative Art of Self Expression master classes was held, focusing on the art of improvising in the design of clothes and makeup.

More information: LUCIA Smoking Lounge @ Moscow Fashion Week on AeroBlog.