BATSA decided to change the name of the DUNHILL range of cigarettes. Angle Orange was tasked with designing a POS campaign that not only completed the communication requirements, but was also interchangeable to allow for a multi-phased communication approach. Further to this, we were tasked with developing flagship executions in selected tobacco kiosks.
Adult smoking consumers as defined by the brand.
Angle Orange developed unique flagship executions in the existing tobacco kiosks of key retailers, giving the DUNHILL brand additional touch points that it wouldn’t traditionally have access to. One of these touch points included an on-counter unit that assisted consumers in linking the colour of a specific DUNHILL variant to its new name. This interaction was recorded, allowing us to measure the number of engagements and then calculate the cost of engagement.
The success of this execution was proven not only through the number of engagements with the on-counter units recorded, but also through the number of times certain engagement items had to be replaced due to the higher-than-expected usage.