Truly Unique Launch

We had to show all our creative ingenuity especially in the activations, which not only introduced the guests to the product, but through the activations we gave them personalized branded props with which they will promote the brand and the product among our customers, to whom we do not have direct access. Thus, in the first activation, they received the Ploom X Advanced device. They engraved the device with their names and thus adopted it as their own. They chose unique branded designs on the spot and printed them on sweaters and hoodies. They took photos with the product in the infinity mirror photobooth, and the photos were displayed on the main stage and also circulated on social media. We had several mini shows at the event and all of them were thoughtfully branded with Ploom and brand messages. The move achieved its goal, as the guests photographed and filmed themselves at these shows, and the footage reached the end customers.

One of the innovations was the NFC wristband, which served as a ticket for guests and as a tool that they could simply scan to participate in many activities. The VJ could change the colors of the bracelets (they also emitted light) and thus 1500 guests with light bracelets provided a fantastic light backdrop for the event. Another innovation was the interactive showreel of the device on a large screen, which the guests could control with hand movements - we presented the device to the guests in an impressive way through the kinetic interactive installation and got them excited about the product. Since Ploom X Advanced is a technologically advanced device, we wanted to present it with one of the most technologically fascinating performances for the grand finale. We staged a hologram performance on a 10x5 meter grid, with which the giant product hologram literally entered the room. The guests filmed and photographed the hologram and shared the photos on social media.

Guests were welcomed by a drum-roll show. They entered the main hall through the hologram of the X sign, which is the brand's recognizable sign. In the large hall, we played branded animations and video content on 25 large screens and created a fantastic visual scenery. At the large reception desk they picked up their Ploom X Advanced. With a rich offer of delicious snacks and a wide selection of drinks, they had fun with many activities: an interactive showreel screen; engraving their names on the device, printing unique designs on sweaters, and taking selfies with the device in the infinity photobooth. This was followed by a spectacular launch of the Ploom X Advanced device with an inspiring video presentation, which was accompanied by a live performance by a violin virtuoso, famous actor Jurij Zrnec and our keynote speakers. We ended the official program with an impressive hologram show. The event continued late into the night with famous musical guests.

The event was attended by 1500 representatives of our target group, which is about 30% of the target group we can communicate with. We exceeded this goal twice. The participants of the event shared enthusiasm and praise long after the event. Our business travelers and partners, who are the only target groups with whom we can openly communicate, have become active ambassadors of the new product.

For communication purposes, before the launch of the Ploom X Advanced device, we organized several small events for our B2B partners, who invited their employees to the event launch. We also used our B2B communication web platform, which only our B2B segment has access to. We also invited sellers to the event with offline activations at points of sale.

The event was almost entirely digitized: NFC wristbands, which served as tickets and as a tool for participating in activities; QR codes that led to landing pages with additional information (menu lists, drinks list, etc.). We carried out the communication of the event with very few printed materials, as it was carried out almost entirely through digital tools. There were also few printed materials at the event, as the scenography was almost entirely digitized. Drinks and food were served in reusable and rewashable glasses and plates.