idea > logic > magic

It’s a certainty that as a cigarette manufacturer and distributor, your market is pretty secure – people who smoke cigarettes will smoke them. And often, brand loyalty is influenced by availability – If you can’t buy your favorite, you’ll probably smoke just about anything. However, what do you do when legislation prevents you from actively advertising and marketing your particular brand?

Well, for a time, Lucky Strike created and promoted a series of hugely successful ‘secret’ live music events in South Africa featuring a number iconic international bands.

In order to actually be ‘invited’ to the event, aspirant concert-goers had to find a ‘hidden’ contact number on the advertising posters and then SMS a response to engage in a process whereby if you stayed the distance, the location, time and date was revealed, and your ‘ticket’ was secured.

These events became legendary, and people who were present associated the brand with a rewarding emotional outcome beyond the satisfaction of the just the product itself. And they went on to tell people who missed out.

Lucky Strike created memorable experiences that engaged participants in an aspirational and wholly interactive way with their brand…