Intro
Our objective was clear: to get the brand across to a new era: from a functional, technology-driven brand to a love brand, which builds community through emotional connection and meaningful experiences.
The Challenge
The challenge was to engage with adult smokers aged 18–30 (Gen Z), an audience with distinctive social media behavior, high expectations, and a strong demand for authenticity. At the same time, the strict legal framework of the sector prohibits any communication in mass media and restricts influencer viewability on social media, dramatically limiting the reach of branded content.
The Solution
If we couldn’t “reach” the audience at the channels in which they consume SoMe content, we needed to create something compelling enough for them to come to IQOS owned Media.
So instead of chasing attention, we created a cultural moment.
We designed CuriousXAct, an interactive, multi-level, four-month experience that brought together three leading artists, to build a truly unique, unforgettable campaign.
Strategy
CuriousXAct campaign was built around a four-dimension Gen Z truth: curiosity, authentic self-expression, deep connection to music and subcultures and a strong desire for exclusive experiences.
The strategy was simple, yet bold: we come up with a platform where the Gen Z community wouldn’t just consume content — they would participate in something bigger.
The 3 artists became cultural connectors, guiding the community to discover IQOS’ owned channels via exclusive content and curated experiences, that sparked curiosity and rewarded engagement.
Instead of broadcasting a message, we built a world where, people wanted to enter.
Creativity, Execution & Innovation
Curiosity became the creative starting point of the campaign, which was transformed into form, sound, visual. In this way, we created a project that evolved as the audience was engaging with it, more and more.
Three artists from different worlds joined forces: Marina Satti, Bloody Hawk and Vasilis Kekatos. The key idea was based on the connection between the fusion of cinematic storytelling with the bold, progressive performance culture of Gen Z community.
The collaboration resulted in a new short film written and directed by Vasilis Kekatos, where both Marina Satti and Bloody Hawk actively contributed to the creative journey.
Alongside this journey, an original song was born: “VIMATA [to spread my wings]” — with lyrics by Bloody Hawk and melody by Marina Satti. The track invites us to step outside the loop of everyday life and dare to explore something different — as long as we are willing to make a few… steps.
The campaign unfolded as a four-phase phygital experience over four months, across IQOS owned channels (IQOS CLUB, Stores, Viber & Plug-In events) as well as through presence at major summer music festivals. This experience was evolving step by step and looked like it was organic, unexpected and ultimately authentic for the target audience.
At every phase, the audience were invited to become part of the story: to co-create, influence the outcome of the project, and unlock exclusive experiences.
The journey culminated with an exclusive avant-premiere, where IQOS CLUB members watched the short film for the first time and met the creators behind it.
The grand closing event took place at the Old OSY Depot, where more than 2.000 people experienced an immersive live performance by Marina Satti and Bloody Hawk, DJ sets and live activations. For one night only, the audience heard “VIMATA” performed live, turning the project into a shared cultural moment.
Results
• 27.400 IQOS CLUB participations (vs target: 10.000)
• 2.000 attendees at the closing event (vs target: 1.500)
• 96% Customer Satisfaction Score (vs 85% benchmark)
• Brand NPS: 80 (vs 55.1 benchmark)
• 1.1M estimated reach on social media and 2.5M views through UGC content.
All organic.
CuriousXAct campaign gave the audience the chance to experience something truly new. By connecting 3 artists, being at the top of their careers, and give the community the role of co-creators, not just spectators. With zero paid media, the campaign flooded social media with UGC content.
Influencer Marketing Awards 2026
1 Grand Award Influencer Dream Team of the Year
1 Gold & 1 Platinum Award in Best in Tobacco Category
1 Gold & 1 Platinum Award in Most Creative Campaign with Influencers Category
1 Silver Award in Best Multichannel Marketing Experience with Influencers (online & offline) Category
