Me and my team organized the launch event for our client IQOS for their new IQOS ILUMA devices. It was the biggest event of 2023 and generated huge interest and FOMO regarding ILUMA. The launch took place at the Museum of Recent Art in Bucharest, and each space in the building was specially designed as an interactive and immersive experience on different floors. I was involved in the strategy process and offline activations, and created the teasing-reveal communication strategy on social media. The event was a revolutionary experience. It had its own personality and concept, with ILUMA at its core: from location, audio, engagement, to the brand's past communication and so on.
Concept
Invitation
Location & visibility
First floor
Second floor
See the full IQOS ILUMA reveal moment here:
Social media local teasing - Instagram grid preview
Individual posts & Stories
