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PMI IQOS — Dubai Airport Duty Free Campaign
Philip Morris International (PMI) is a leading global tobacco and nicotine company, best known for developing smoke-free alternatives to traditional cigarettes. Its flagship product, IQOS, is a scientifically backed heated tobacco device designed to offer adult smokers a cleaner, innovative alternative. We were tasked with driving foot traffic and conversions at Dubai International Airport Duty Free locations.
PROJECT OVERVIEW
Client:
Philip Morris International
Category:
Paid Advertising
Start Date:
1st Sept, 2024
End Date:
31st Dec, 2024
Tag:
Entertainment, Geo-Targeted Ads
Budgets:
$337,393 USD
Campaign Strategy & Execution
To drive foot traffic and conversions for IQOS at Dubai International Airport Duty Free, we targeted legal-age smokers using precision geo-targeting within DXB terminals — delivering bilingual creatives in Arabic and English for maximum relevance and reach.
- Precision geo-targeting within DXB airport terminals
- Bilingual creative execution in Arabic and English
- Bespoke lookalike audience built from behavioural data
- Interest-based segmentation to identify high-value prospects
- Campaign focus on maximising visits to POS locations
- Continuous optimisation for conversions and footfall
- Full-funnel strategy from awareness to purchase
Campaign Results
Over 4 months the PMI IQOS campaign delivered outstanding results at Dubai International Airport — achieving a remarkable 5.3x return on ad spend and a 54% increase in sales across Duty Free locations.
- Ad Spend: $337,393
- Impressions Delivered: 20,648,376
- Clicks Generated: 394,384
- Conversions (Purchases): 17,747
- Average Basket Value: $100 per IQOS Device
- Total Revenue: $1,774,700
- ROAS: 5.3×
- Sales Increase: 54%
- CPL: $19.01
