The IQOS promotional stand was placed in the central atrium of a shopping mall, creating a dedicated branded space within one of the mall's main public areas. The stand featured the brand's visual identity along with a product demonstration area and a dedicated workspace for the promoter.
One promoter was present at the promotional zone, interacting with visitors and introducing them to the products presented at the stand. Its central atrium location made the branded space clearly visible within the shopping mall and provided an opportunity for direct communication with visitors.
Promotional stands in shopping malls provide brands with a dedicated environment for face-to-face communication and product presentation. This BTL advertising format combines branded design, an on-site brand representative, and direct interaction with the target audience.
