CHALLENGE: JTI aimed to enhance brand visibility and engagement at large-scale music festivals like UNTOLD, Nostalgia and Neversea. With a highly dynamic festival environment and diverse audiences, the challenge was creating meaningful interactions that authentically and engagingly introduced festival-goers to the JTI experience.
SOLUTION: We implemented a direct and personalized approach to brand promotions by engaging over 100 brand ambassadors in more than 10 activations and sampling strategies at the festival. This allowed us to connect with attendees on-site and create opportunities for them to experience the brand firsthand. By interacting with consumers in this vibrant festival environment, JTI ambassadors introduced them to the unique JTI experience, reinforcing brand identity and fostering a deeper connection in an engaging and energetic setting.
