Whynot! thinkpeople and blu e-cigarettes launch pop up amnesty
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Supported by a ‘say goodbye to the things you hate about smoking’ OOH campaign, the blu amnesty went live in the first week of January at key locations in London, Birmingham and Manchester. The start of January launch was the optimal time to target smokers looking for an alternative to cigarettes as part of their new year’s resolutions.
The amnesty itself, supported by a team of brand ambassadors, challenges smokers to shred their cigarettes via the blu shredder in return for a money off voucher redeemable against a new blu e-cigarette kit.
Jennifer Roberts Fontem Ventures VP Shopper Marketing comments: “The cigarette amnesty is the perfect engagement mechanic to get those thinking about moving away from smoking to truly commit to the cause via a very public shredding of their cigarettes.
The blu amnesty is part of a wider campaign based on research carried out by whynot! thinkpeople focusing on deep insights surrounding smoking habits and reasons for smokers to look for an alternative. The ‘give up the things you hate about smoking’ campaign brings to life the negatives smokers associate with smoking and gives them an alternative that avoids those negatives via blu e-cigarettes.”
The blu amnesty is the first piece of activation in an integrated 12-month consumer experience program from whynot! thinkpeople and blu aiming to build vaping understanding and blu’s brand awareness further whilst also delivering commercial results in key retailers.
