Brand rave Marlboro gold edge
Background
Tobacco brands have to somehow deal with government bans on advertising. Therefore, it is not so easy to hold their campaigns in unusual and non-standard ways and find a balance between unique promo activities and available options, since all competitors face the same challenges.
Goal
To hold a vibrant event with many unexpected solutions and show the beauty of the unpredictability of the future
Solution
The audience of the International Exhibition Center was electrified by the long-awaited headliner – DJ Tiesto, an icon of the global club music, whose 5-hour show excited the crowd. Four forces – the sound, light, laser show, and pyrotechnics – drove the dance floor. The show was supported by some exclusive solutions: unique Corridor into the Future with a panoramic video of the Marlboro Gold Edge which helped the brand to contact with everyone attending the party, a VIP lounge area with its premium-class stylish atmosphere for all visitors and conceptual Robo-PJs which have already become a symbol of the brand’s presence on the largest rave parties across the country. A spectacular Marlboro’s VJing was broadcasted on a giant screen above the DJ platform. And a DJ place, equipped with LED flat screens, was arranged in the pool proving the name of the event “Wait for surprises”!
15 000
people
30 000
unique contacts with visitors
5
hour concert
2 000
visitors attended the branded VIP area