British American Tobacco: Grow Up

Objective

British American Tobacco launched this campaign in 2014 in Russia to promote Lucky Strike cigarettes and deepen engagement with experienced smokers who valued tobacco heritage and production quality. The initiative aimed to awaken interest in the brand by educating quality-conscious consumers about tobacco varietals and farming conditions rather than competing solely on price.

Solution

The campaign featured an iOS Tamagotchi-style mobile game where players cultivated tobacco plants by managing three resources: sunlight, fertilizers, and water. Players chose from seven authentic tobacco varieties (Oriental, Burley, Habano, Cavendish, Corojo, Latakia, and Dokha), each with distinct growth requirements. The game included a point system, leaderboard rankings, user profiles, and notification alerts. Timely use of resources earned points, while neglect caused plants to wither and lose points. Navigation was designed for maximum efficiency with three clicks between any pages.

Results

Not published.