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These portable speakers are offered as a gwp with every two cartons of 200 Davidoff Cigarettes purchased |
MIDDLE EAST. Imperial Tobacco has launched its 2010 promotion for Davidoff Cigarettes at key airports in the Middle East.
The promotion features regular slots in the Middle East region, including Dubai, Abu Dhabi, Bahrain, Kuwait, Qatar, Beirut and Amman, as well as at Munich Airport in Germany. The slots run from April until August, and again during December and January 2011.
Designed to maximise the impact of the new premium Davidoff pack design, the promotion uses up-to-the-minute digital technology.
Depending on the location, the promotion features vertical interactive multi touch-screens and holocubes to bring the new Davidoff design to life, at the same time offering passengers the chance to win a trip and a gwp. Above-the-line support is also used where possible.
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The Davidoff Cigarettes washbag gwp option |
Under the theme “˜The Davidoff Cigarettes Style Voyage’, the visual is a rotating globe with a Davidoff silver ribbon, complete with logo and promotion theme, circling around the Equator. The visual changes every so often, like a screen saver, to show a huge rotating Davidoff Cigarettes pack.
Consumers can participate in a game, using a multi touch screen, in which they have to reposition “˜mixed up’ Davidoff packs as quickly as possible within 60 seconds. Once done, the pack spins again, each time with a more difficult sequence.
After each game sequence, six style destinations are shown, one of which is chosen by the player. This can be done up to six times – the aim being to “˜collect’ all destinations shown. Those that do are then entered into a draw to win the overall prize of a visit to up to six cities in 14 days. All participants win an instant gift of a travel name tag.
Finally, participants are shown the gwp – a washbag or portable speakers with every two cartons of 200 Davidoff Cigarettes purchased.
“This is a very eye-catching and appealing promotion for Davidoff Cigarettes,” said Imperial Tobacco Marketing Manager Global Duty Free Oliver Schramm. “With the up-to-date techniques used, the consumer-relevant mechanism and the high qualitative brand presentation, we’re expecting a high sales increase during this period. Certainly we have already experienced a fantastic response from consumers to date where the promotion has been running; participation has been very high, and sales have reflected that.”
For details, contact Oliver Schramm, Imperial Tobacco International, tel: +49 40 8220 1121, fax: +49 40 8220 2937 or e-mail oliver.schramm@reemtsma.de
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