ILOVEIT

PMI

challenge

To promote a product (cigarettes) that can’t be shown or said explicitly, in the main area of East Europe (focused on Ljubljana, Slovenia).

solution

We created a smart and usable app (I LOV IT) dedicated to young and cool people, that works as an event calendar focused on local happenings. People log in and have at their disposal a full schedule of cool event to attend; they can collect special points that turn into event tickets (promoted by Philip Morris) or prizes. This way we can involve users in our community in a clever and funny way without showing the product or focusing on smoke