Imperial Tobacco

activation / digital

To create and advertise a promotional campaign to the company’s most important clients, that ignited the competition spirit among them.

The first step was to imagine what these premium clients would like to win, what would get their blood pumping. The answer was simple: a super car (to be more specific, a Caterham Super Seven). To win it, participants had to be the client with the highest percentual variation of purchases.

The competition happened in an app, so that every participant could check, on a weekly basis, their place on the overall ranking. The app was key to create and fuel the competition between the users.

To launch competition, nothing better than taking the participants to the Estoril Racetrack and let them taste the adrenaline pump from the Caterham.