British American Tobacco Theatre Pack Product Launch Concept

Bri$sh American Tobacco

Pack Theatre Product Launch Concept

v1

:: Brief

To develop a pack theatre concept for a new Bri$sh American Tobacco product launch To develop said concept with regulatory limita$ons in mind

Copyright | Brandcast | A LiBle Bit Wrong

:: Insight

Consumers form posi$ve rela$onships with brands that they can interact with in novel ways Experien$al branding and marke$ng relies on consumer par$cipa$on therefore needs to be both interes$ng and compelling The best form of experien$al brand marke$ng generates word of mouth buzz


:: Proposi$on Cool is fun. Cool is interes$ng. Cool is engaging. Cool is defined as being new, beyond expecta$ons yet easily understandable and entertaining. Our proposi$on to the consumer is that they engage in something that is genuinely cool, because they don’t expect it, yet they hear about it and want to go and experience it. Our version of cool is out of this world and of this world. Our cool is the Big Black Box.


:: Mechanics Our Theatre Pack Concept is quite literally – a Big Black Box. Otherworldly. It looks like it has come from another planet. It has a polished, shiny, black surface that hides something inside of it. It lights up from $me to $me, showing that there is something inside of it. It wants you to interact and engage with it. It wants you to discover the secret inside of it. Black Boxes keep secrets and hide mysteries. We want consumers to open the Big Black Box. What’s in the Big Black Box? Something cool.


The Big Black Box


The Big Black Box -‐ Inspira$on

Manga inspired design; ligh$ng and sound effects that originate from The BBB


The Big Black Box -‐ Inspira$on

Science Fic$on – Electronic City / Landscape


The Big Black Box – Ready State

The Big Black Box in the Ready State What’s going on? The panels are lit, there is movement, video or light effects, sounds, being randomly displayed and played Customer Journey ①  Customer no$ces this “cool” box in the retail

environment, is prompted to ask sales staff – “What is this?”

②  Sales staff informs customer that is The BBB from BAT and introduces Product

③  Customer decides to make trial purchase, and pays at $ll, dispensa$on ac$vated by Athena POS system

④  Customer engages The BBB


The Big Black Box – Go State

The Big Black Box in the Go State What’s going on? The front is transparent and reveals inside of The BBB, a control panel with game controller flips out for use and instruc$ons appear on screen Customer Journey ①  Customer is surprised with The BBB coming to life ②  Customer is invited to play an ac$on “Hero

Game” which will last 2-‐3 minutes ③  Customer can enter their name / high score ④  Customer receives their product ⑤  The BBB goes back to Ready State for next

customer


The Big Black Box – Go State

“Hero Game”


So what’s the BIG idea then? The end result is to generate excitement through entertainment and a posi$ve connec$on with the product through ac$ve par$cipa$on and engagement by “winning” a game as a Hero, defea$ng an enemy and delivering product and brand messaging This will create posi$ve buzz and interest and get consumers to engage with the Theatre Pack Pladorm This will be something never seen or experienced before; a world first for BAT and Theatre Pack Entertainment But wait … there’s more …


The Big Black Box


The Big Black Box – Claw

Once again, we use the concept of The Big Black Box, yet with a different execu$on, designed for smaller retail spaces The principles of “cool” are exactly the same, with the mechanics of the pladorm being altered to a smaller footprint in installa$on This is how it works …


The Big Black Box – Claw Inspira$on


The BBB Claw – Ready State


The Big Black Box Claw in the Ready State What’s going on? The panels are lit, there is movement, video or light effects, sounds, being randomly displayed and played Customer Journey ①  Customer no$ces this “cool” box in the retail

environment, is prompted to ask sales staff – “What is this?

②  Sales staff informs customer that is The BBB from BAT and introduces Product

③  Customer decides to make trial purchase, and pays at $ll, dispensa$on ac$vated by Athena POS system

④  Customer engages The BBB Claw

The BBB Claw – Go State


The Big Black Box Claw in the Ready State What’s going on? The front is transparent and reveals inside of The BBB Claw, the control panel with game controller lights up for use Customer Journey ①  Customer is surprised with The BBB Claw coming

to life ②  Customer gets to play the “Claw Game” which

will last 2-‐3 minutes ③  Customer receives their product ④  The BBB Claw goes back to Ready State for next

customer

The BBB Claw – Go State


So what’s the BIG idea then? The end result is to generate excitement through entertainment and a posi$ve connec$on with the product through ac$ve par$cipa$on and engagement by “winning” a commonly known game format – “Claw” – where the consumer is challenged to “win” their product. This will create posi$ve buzz and interest and get consumers to engage with the Theatre Pack Pladorm This will be something never seen or experienced before; another world first for BAT and Theatre Pack Entertainment


:: Conclusion Theatrical Entertainment in this conceptual approach is about crea$ng curiosity and drama by presen$ng a Black Box that is to be explored and interacted with. There is an understanding that there will be the delivery of the product of the interac$on. The use of digital panels, such as display screens means that these units can be re-‐purposed if desired so. This is a new innova$on which creates buzz around the product and the brand


:: Thank You!


:: Addendum – Athena POS The “Athena” vending solu$on is a modular pack release system that integrates all the advantages of tradi$onal vending such as stock security with the usability, control and repor$ng of point of sale systems. The units are modular in design so they may be configured and housed to create the required effect. The housing may also be changed without replacing the working mechanisms. It can be ac$vated from Point of Sale or alterna$ve methods such as buBons or touch pads. It has a central control panel which allows add-‐ons to be applied at any stage.


:: Addendum – Athena POS It has its own repor$ng and stock control systems should it be required to operate independently of a POS system. It will also func$on as a stand alone unit or in a series. It has wireless capabili$es, all that is required where the unit is placed is a power cable. It also has remote access capabili$es so that informa$on such as sales and stock holding may be harvested.


:: Addendum – Athena POS Our Isis system allows for the ac$va$on of controls from signal derived from any Windows based Point of Sale system like Micros, GAAP, Pilot, Aloha, Positron, Vectron POS. This is achieved by just reading signals and it will not interfere with the venues opera$ng system in any way. The Isis system may also func$on as a trigger mechanism for other func$ons such as content display or ac$va$ons.


:: Addendum – Athena POS Athena lays the base for many add-‐on consumer experience ac$vi$es such as the “Air Chute” or “Through the Counter vending”. It has been engineered to handle mul$ple input and output signals that may be used to create ligh$ng or movement on specific triggers such as a sale. It also has the capabili$es to hold various pack sizes and stock holding dependent on applica$on.


Design

British American Tobacco Theatre Pack Product Launch Concept