CHALLENGE

Creating a comprehensive loyalty program that enhances customer engagement and loyalty for IQOS, while addressing the current disconnect between the growing business operations and customer experience.

INSIGHT

IQOS aims to support customers in quitting smoking by providing solutions, but the current customer experience lacks centralisation. There's a need to establish a meaningful connection between IQOS and its customers, offering rewards, support, and a sense of belonging.

SOLUTION

Introduce "IQOS UNLOCKED," a transformative and engaging loyalty program that utilises owned media communications as triggers for customers to scan and unlock exclusive value. By scanning IQOS advertisements and HEETS packs using smartphone cameras, customers can access hidden rewards, offers, and experiences. The program creates a scavenger hunt, encouraging habitual, transactional, and emotional loyalty.