RATIONALE
EVOLVE is not an “e-cigarette.” EVOLVE is real tobacco, real tobacco taste and pleasure without the stigma of smoking. EVOLVE heats the tobacco perfectly vs. burning it allowing people to enjoy all the taste and pleasure that they are accustom to free of carcinogens.
Smokers today are confronted with a real issue. There’s no hiding or shying away from it. EVOLVE confronts the question head-on, strait forward, and right to the point emotionally.
Instead of using lifestyle, the EVOLVE device itself is the hero. No borrowed equities. No skirting the issue. No hesitation or tentativeness about who we are and what the value and benefits are with choosing to EVOLVE.
The communications platform utilizes a four tier principle to get the message across.
PROVOKE - a teaser flight to grab attention and raise consciousness of the issue.
COMPEL - introduce the product and state the value and benefits of heating vs. burning.
CONFRONT - get right to the point and challenge smokers to heat rather than burn.
COMMIT - engagement ACTS that dimensionalize, explain, entertain, and reward
EVOLVE‘ers for making the commitment to cease fire and heat rather than burn.
EVOLVE does require a changed commitment to the ritual for enjoying tobacco. An investment in the product and its accessories; the device itself, refills, and charger.
The target is 24+ and of sufficient economic standing to comfortably afford this investment in their tobacco pleasure. For example: our patrons are concert goers, but also attend music festivals such as the Montreux Jazz Festival.
EVOLVE targets and rewards its patrons with the same commitment, value and benefits as the one they make with their decision to HEAT, DON’T BURN.
TEST YOUR BEST LINE CHALLENGE
At LAMP, legal age meeting places, EVOLVE Hostesses will introduce themselves to groups of women asking them about the best and worst “pick-up lines” they’ve ever heard. Entertainment and emphasis will be put on the value and benefits of Heating Things Up vs. Burning Things Up.
Hostess will playfully direct the chat towards identifying men in the LAMP that the woman target as candidates for “I wonder what that guy’s line is?”
EVOLVE Hostessess, iPad in hand, will then approach the targeted groups of men asking them “What‘s your best line?” and prompt the stories accompanying their greatest success, or burn-out/bomb.
Next, the hostess will coax continued participation by inticing men with finding out which women expressed interest earlier. i.e. hearing “I wonder what that guy’s line is?” Each guy will have the chance to create the exact right line to win over the lady, of course supported by the EVOLVE Hostess’ gathered information from the women earlier. The iPad is loaded with numerous examples of lines that express the value of Heating Things Up vs. Bunrning Her Up.
Objective . . . go over to the ladies table and pitch your best line. HEAT JUST RIGHT and win dinner for the two of them at one of the most posh and trendy restaurants in town.EVOLVE Hostesses will have a video crew in tow and the best lines of the evening will be featured on LAMP monitors throughout the night. At midnight everyone will vote on the best HEAT, DON’T BURN lines of the night. Winners will receive prizes ranging from EVOLVE products to free drinks, limosine service, concerts and shows.
HEAT, DON’T BURN HOSPITALITY PAVILION
Summer music festivals draw enormous crowds and provide few opportunities to step away from the mob and relax for a bit. People have come to enjoy the music and the crowd, yet everyone wants to take a break, if only briefly, and relax.
EVOLVE will host a HEAT, DON’T BURN HOSPITALITY PAVILION for people to break away from the throngs and chill for a moment. The pavillion tent provides cool drinks, food, video monitors covering the entire festival, AC, and of course our EVOLVE line up of products.
Hostesses will greet festival goers at the pavilion door. To gain entry the hostess will provide guests with a card that emphasizes the value and benefits of “heating vs. burning.” People only need observe the two images on the entry card and make a preferred selection to gain entry into the pavilion.
While visiting the HEAT, DON’T BURN PAVILION people should not worry about missing out on any of the festival highlights. On the contrary, we’re going to capture all the joy and fun of music festival while delivering the same kind of commitment that our EVOLVE patrons have made in choosing to HEAT rather than BURN. Everything we do is done with the same added value that people receive by choosing to EVOLVE vs. BURN.
Everyone is invited. Come on in, and then hang around for as long as they like. Stay around as the party inside the pavillion gradually heats up throughout the afternoon and into the evening. As the afternoon progresses the EVOLVE HEAT, DON’T BURN PAVILION begins to heat things up inside a bit more every hour, on the hour. At the top of every hour everything inside the Pavillion evolves, a benefit simply for their presence and in keeping with the idea HEAT, DON’T BURN.
First, people will find drinks now served in chilled glasses with waiters and waitresses mixing throughout receiving patron’s orders. Next hour, chips and nuts disappear as an array of fresh hors d‘oeuvres become freely available for everyone to enjoy.
As the evening moves into full swing suddenly, and without notice, a tent wall is thrown back and a wonderful buffet surrounded by additional plush lounge seating surprises all as the night steadily continues to heat up.
As the evening is heating up into the spectacular, the EVOLVE PAVILION is unexpectedly alerted to the arrival of one of the festival’s headline acts as they enter the venue.
The pavillion transforms into the mood of a star’s “after party” and the headliners mingle comfortably with EVOLVE patrons visiting casually and freely with all. Then stepping onto the platform they do a 30 minute “unplugged set“ to round out the evening.
HEAT, DON’T BURN / BRAND HOSTESSES
EVOLVE Hostesses are key components of the communicaton platform. An EVOLVE Hostess is not just a pretty face. She understands the value and benefits of the product. She’s an ambassdor for the brand and she’s excited to share the value and benefits of EVOLVE with personality and a charisma as entertainng and engaging as it is informative.
Match the images with the approprite trigger words on the iPad and receive EVOLVE refills, accessories, and products. Match all eight and win the device complete with charger.
The HEAT, DON’T BURN iPad GAME uses the burnt matchsticks as the prompts triggering discussion about the value and benefits of making the decision to EVOLVE - HEAT, DON’T BURN.