Innovative vaping brand, blu, has announced the launch of a new marketing campaign from 3rd June that will tap into key social moments this summer and bring some colour to the capital to raise consumer awareness of vaping and encourage adult smokers to switch.
Marketing masterminds from London-based agency, Come the Glorious Day, have created a new stand out above-the-line (ATL) campaign that will run until September and aims to engage city smokers with myblu as a less harmful alternative to cigarettes.
The campaign creative offers vapers their own blu world, both visually and syntactically. Featuring its own unique language, the campaign uses straplines, such as “i blu do you?”, “you blu too? who knew?”, and a modern graphic illustration style to encourage its audience to recognise and connect with both themselves and each other, using blu as the glue to these social moments.
Pete Blackman, Brand Planning Manager at blu UK comments: “Vaping culture has grown rapidly in the UK, with many vapers considering themselves to almost be in the know on something new and different and as a result, part of a special club. This campaign plays on that idea by creating a unique language and identity that resonates with vapers, while making the club open to everyone looking to switch.”
The campaign was planned by MSQ Partners and uses a variety of different formats such as store proximity roadside, large format premium digital, full branded bus and taxi wraps, as well as full and subtle motion billboards. This allows the ATL campaign to fully capitalise on all the outdoor advertising opportunities available to elevate consumer awareness of the brand and drive sales in those adult ‘smoking moments’ relevant to their audience.
The work will be featured over 3,000 site locations throughout the city, including Westfields London Shopping Centres in Stratford and Shepherds Bush. Activity will also extend into other key cities across the UK & Ireland, including Leeds and Dublin.
Alongside the outdoor advertising, blu has collaborated with brand experience agency, Hyperactive to develop a strategy to further normalise vaping at social occasions. The integrated activations will run at various sponsored events and venues across the UK this summer and will include an activation platform – an immersive, hedonistic, vaping nirvana experience – which will feature at a number of major UK festivals.
Seeking to expand the vaping universe further still, blu has secured some lucrative partnerships with leading venues across the UK to bring the immersive experience to the masses with new indoor vaping permissions and engaging consumer activations. With growing scientific evidence in favour of vaping and a focus on encouraging consumers to switch, this is a big move for blu as the first major vaping brand to secure partnerships, including pro-vaping indoor vaping policies, with venues of this calibre.
Blackman continues: “As the weather warms up, more people are out and about socialising. Smoking often plays a part in these summer occasions and we want to take-over those social moments and put blu front of mind. With a heavy presence of outdoor advertising and brand activations taking place across cities nationwide, our aim is to get the nation to stand up, take notice and take action by switching to something better with blu. Retailers should stock up now on the full myblu range and stay stocked up throughout the summer and beyond to take full advantage of the increased awareness generated through this major marketing campaign from blu.”