V2 is an innovative cigarette brand that recently launched in South Africa. They offer a cigarette alternative in the form of disposable eCigs.

We were briefed to create an innovative experiential marketing campaign that encouraged cigarette smokers to trial the new V2 product range. The campaign was also designed to create brand awareness and talkability for our client.

We needed to encourage cigarette smokers to pledge to change their life for the better by giving up traditional forms of smoking.

To drive sales, we incentivised smokers to trade in their current box of cigarettes for 2 x V2 disposable devices.