GDM | VitaCig NYC 2014 // GENERATING DEMAND
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VitaCig NYC 2014 // GENERATING DEMAND

VitaCig NYC 2014 // GENERATING DEMAND

The Challenge

Vita-Cig needs to get their innovative new product in the hands of everyone of age to use their new E-cigarette. This is a 30 day campaign to spread the word and generate vast impressions, so consumers can get familiar with the new brand! Vita-Cig has just launched, which means we need to spread awareness and educate consumers before we can begin the standard sampling process.

The Solution

We get started by branding the perfect truck to hop around New York City in a flash and to convey a clean sleek look just like the actual Vita-Cig. We create the perfect design and get wrapping so we can start moving! We hire great looking and very approachable guys and gals to be a part of our street team, so we can start conversations, and easily get the product in as many hands as possible. During the campaign Breaking bad star Jane Margolis found herself in tricky spot avoiding numerous Paparazzi, our quick thinking driver Steve invited her in the Vita-cig truck and gave her a ride to where ever she was headed. Needless to say she was widely photographed, which led to a ton of press and numerous tweets and shares all over the news that weekend.

The Results

Vita-Cig was extremely pleased with the way the campaign was executed throughout the month! Over 20 thousand Vita-Cigs were sold and distributed, along with endless impressions all of New York. We broke through numerous social media benchmarks with growth on Facebook of 235% and 184% on twitter!