Project: Digital Tree at iQOS Center of Experience
Client company: Philip Morris iQOS
About the project:
For more than a decade, Philip Morris International, Addreality’s customer for a Digital Tree project, has been dedicating significant resources to developing and scientifically assessing non-combustible alternatives to cigarettes with significant potential to represent reduced-risk alternatives to cigarettes. The research resulted into development of a revolutionary product, called iQOS™, based on innovative HEAT-NOT-BURN™ technology, providing adult smokers with a real tobacco alternative to smoking combustible cigarettes.
To ensure communication with potential users of their new device also in highly restricted marketing environments, PMI has created specialized points of sale—dedicated flagship stores the company calls “iQOS embassies.” These stores are meant to create high-tech and high-class image for the iQOS brand and help spread the word among the local communities. First launched in Japan and Italy, iQOS is currently being test-marketed in selected cities in seven countries, among them Switzerland, Russia, Romania, Portugal and Ukraine.
The flagship store in Moscow has been opened in the AFIMALL City retail and entertainment complex, located at the very heart of Moscow City (Moscow International Business Centre). This is the first project in Russia with a unique combination of innovative architectural solutions and multifunctional infrastructure. AFIMALL City is a new shopping concept that focuses on the impressions and emotions of consumers.
iQOS store in Affimall got a name “Center of experience” because of its unique customer policy: the brand experts in the demo area guide customers through their first experience with the brand. The omnichannel marketing strategy of iQOS is built around the customer allowing her or him to explore the products through in-store interactive digitals systems and actual live experience, order them online or on mobile and get the most of their usage with the help of customer care service.
Digital Tree integrates 120 screens, video walls and interactive sensory tables. The structure looks like a tree with screens embodying its leaves. The project is powered by Addreality Sphere paltform.
The main purpose of Digital Tree is attracting the visitors of the mall into the iQOS Center of Experience and astonishing them. Therefore, the first acquaintance with iQOS leaves inerasable memories and forms the powerful image of the brand – a combination of magnificent visual with hi-tech innovations. The digital ecosystem making a tree drives customer engagement through advanced interactivity possibilities. Not only can customer get information about the products and technologies’ of iQOS, but also change all the installation content with one touch.
