British American Tobacco

Surround impact: ignite & unite

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

Unleashing Next-Level Experiences: BAT Kent Surround

Managing the project of launching the BAT offer Kent Surround, which replaced Kent Actron in Global Travel Retail markets, presented a dynamic challenge. With the objective of introducing a new and improved product to the discerning global traveler, strategic coordination was essential.

Overcoming logistical complexities, aligning marketing strategies, and ensuring a seamless transition required meticulous planning and adaptability.

Navigating various market dynamics, we orchestrated a successful launch, effectively communicating the unique features and benefits of Kent Surround to captivate the attention of travelers worldwide, thus building awareness and understanding of new Kent offer.

ideea

 

 Unleash the epic: BAT Kent Surround redefines launch success with massive impact and unforgettable engagement!

The project’s central idea was to create a massive launch presence through various impactful strategies while conveying the Kent global strategy to move toward value added service.

From in-store communication to personalized 121 engagement, new brand architecture and layout, and the introduction of the free Kent City Guide mobile application, every element was meticulously designed to leave an indelible impression on travelers.

Through captivating in-store displays, interactive experiences, and a comprehensive reimagining of the brand’s presence, we aimed to forge a deep connection with customers.

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.

The innovative Kent City Guide mobile application further elevated the travel experience, offering a valuable resource and enhancing brand loyalty. 

 

Internal launch

Igniting innovation and collaboration: The KENT Booth takes center stage, fueling excitement and uniting teams at BAT International headquarters!

The internal launch of the BAT Kent Surround project was centered around a star attraction: The KENT booth.

This innovative initiative not only aimed to build awareness of the new KENT offer among the staff but also resolved a meeting space problem at the BAT International headquarters in Zug, Switzerland.

The KENT booth served as a focal point, captivating employees with its dynamic design and interactive features. It created a buzz within the organization, generating excitement and fostering a sense of pride in the new KENT offering. Additionally, the booth addressed the need for a dedicated meeting space, providing a functional solution that enhanced collaboration and communication among teams.

By leveraging the power of the KENT booth, the internal launch successfully engaged employees, creating a shared understanding and enthusiasm for the new KENT offer. This unique approach not only elevated awareness but also transformed the BAT International headquarters into a hub of innovation and engagement.

results

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

 

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