Introducing a new product is difficult enough. Doing it in a way that draws attention to the product in a novel way, slightly more difficult. Here are the concepts I developed for BAT.

1. Bri$sh
American
Tobacco
Pack
Theatre
Product
Launch
Concept
v1

2. ::
Brief
To
develop
a
pack
theatre
concept
for
a
new
Bri$sh
American
Tobacco
product
launch
To
develop
said
concept
with
regulatory
limita$ons
in
mind
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A
LiBle
Bit
Wrong

3. ::
Insight
Consumers
form
posi$ve
rela$onships
with
brands
that
they
can
interact
with
in
novel
ways
Experien$al
branding
and
marke$ng
relies
on
consumer
par$cipa$on
therefore
needs
to
be
both
interes$ng
and
compelling
The
best
form
of
experien$al
brand
marke$ng
generates
word
of
mouth
buzz
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4. ::
Proposi$on
Cool
is
fun.
Cool
is
interes$ng.
Cool
is
engaging.
Cool
is
defined
as
being
new,
beyond
expecta$ons
yet
easily
understandable
and
entertaining.
Our
proposi$on
to
the
consumer
is
that
they
engage
in
something
that
is
genuinely
cool,
because
they
don’t
expect
it,
yet
they
hear
about
it
and
want
to
go
and
experience
it.
Our
version
of
cool
is
out
of
this
world
and
of
this
world.
Our
cool
is
the
Big
Black
Box.
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Wrong

5. ::
Mechanics
Our
Theatre
Pack
Concept
is
quite
literally
–
a
Big
Black
Box.
Otherworldly.
It
looks
like
it
has
come
from
another
planet.
It
has
a
polished,
shiny,
black
surface
that
hides
something
inside
of
it.
It
lights
up
from
$me
to
$me,
showing
that
there
is
something
inside
of
it.
It
wants
you
to
interact
and
engage
with
it.
It
wants
you
to
discover
the
secret
inside
of
it.
Black
Boxes
keep
secrets
and
hide
mysteries.
We
want
consumers
to
open
the
Big
Black
Box.
What’s
in
the
Big
Black
Box?
Something
cool.
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6. The
Big
Black
Box
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7. The
Big
Black
Box
-­‐
Inspira$on
Manga
inspired
design;
ligh$ng
and
sound
effects
that
originate
from
The
BBB
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8. The
Big
Black
Box
-­‐
Inspira$on
Science
Fic$on
–
Electronic
City
/
Landscape
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9. The
Big
Black
Box
–
Ready
State
The
Big
Black
Box
in
the
Ready
State
What’s
going
on?
The
panels
are
lit,
there
is
movement,
video
or
light
effects,
sounds,
being
randomly
displayed
and
played
Customer
Journey
① Customer
no$ces
this
“cool”
box
in
the
retail
environment,
is
prompted
to
ask
sales
staff
–
“What
is
this?”
② Sales
staff
informs
customer
that
is
The
BBB
from
BAT
and
introduces
Product
③ Customer
decides
to
make
trial
purchase,
and
pays
at
$ll,
dispensa$on
ac$vated
by
Athena
POS
system
④ Customer
engages
The
BBB
Copyright
|
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A
LiBle
Bit
Wrong

10. The
Big
Black
Box
–
Go
State
The
Big
Black
Box
in
the
Go
State
What’s
going
on?
The
front
is
transparent
and
reveals
inside
of
The
BBB,
a
control
panel
with
game
controller
flips
out
for
use
and
instruc$ons
appear
on
screen
Customer
Journey
① Customer
is
surprised
with
The
BBB
coming
to
life
② Customer
is
invited
to
play
an
ac$on
“Hero
Game”
which
will
last
2-­‐3
minutes
③ Customer
can
enter
their
name
/
high
score
④ Customer
receives
their
product
⑤ The
BBB
goes
back
to
Ready
State
for
next
customer
Copyright
|
Brandcast
|
A
LiBle
Bit
Wrong

11. The
Big
Black
Box
–
Go
State
“Hero
Game”
Copyright
|
Brandcast
|
A
LiBle
Bit
Wrong

12. So
what’s
the
BIG
idea
then?
The
end
result
is
to
generate
excitement
through
entertainment
and
a
posi$ve
connec$on
with
the
product
through
ac$ve
par$cipa$on
and
engagement
by
“winning”
a
game
as
a
Hero,
defea$ng
an
enemy
and
delivering
product
and
brand
messaging
This
will
create
posi$ve
buzz
and
interest
and
get
consumers
to
engage
with
the
Theatre
Pack
Pladorm
This
will
be
something
never
seen
or
experienced
before;
a
world
first
for
BAT
and
Theatre
Pack
Entertainment
But
wait
…
there’s
more
…
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13. The
Big
Black
Box
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14. The
Big
Black
Box
–
Claw
Once
again,
we
use
the
concept
of
The
Big
Black
Box,
yet
with
a
different
execu$on,
designed
for
smaller
retail
spaces
The
principles
of
“cool”
are
exactly
the
same,
with
the
mechanics
of
the
pladorm
being
altered
to
a
smaller
footprint
in
installa$on
This
is
how
it
works
…
Copyright
|
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A
LiBle
Bit
Wrong

15. The
Big
Black
Box
–
Claw
Inspira$on
Copyright
|
Brandcast
|
A
LiBle
Bit
Wrong

16. The
BBB
Claw
–
Ready
State
The
Big
Black
Box
Claw
in
the
Ready
State
What’s
going
on?
The
panels
are
lit,
there
is
movement,
video
or
light
effects,
sounds,
being
randomly
displayed
and
played
Customer
Journey
① Customer
no$ces
this
“cool”
box
in
the
retail
environment,
is
prompted
to
ask
sales
staff
–
“What
is
this?
② Sales
staff
informs
customer
that
is
The
BBB
from
BAT
and
introduces
Product
③ Customer
decides
to
make
trial
purchase,
and
pays
at
$ll,
dispensa$on
ac$vated
by
Athena
POS
system
④ Customer
engages
The
BBB
Claw
Copyright
|
Brandcast
|
A
LiBle
Bit
Wrong

17. The
BBB
Claw
–
Go
State
The
Big
Black
Box
Claw
in
the
Ready
State
What’s
going
on?
The
front
is
transparent
and
reveals
inside
of
The
BBB
Claw,
the
control
panel
with
game
controller
lights
up
for
use
Customer
Journey
① Customer
is
surprised
with
The
BBB
Claw
coming
to
life
② Customer
gets
to
play
the
“Claw
Game”
which
will
last
2-­‐3
minutes
③ Customer
receives
their
product
④ The
BBB
Claw
goes
back
to
Ready
State
for
next
customer
Copyright
|
Brandcast
|
A
LiBle
Bit
Wrong

18. The
BBB
Claw
–
Go
State
Copyright
|
Brandcast
|
A
LiBle
Bit
Wrong

19. So
what’s
the
BIG
idea
then?
The
end
result
is
to
generate
excitement
through
entertainment
and
a
posi$ve
connec$on
with
the
product
through
ac$ve
par$cipa$on
and
engagement
by
“winning”
a
commonly
known
game
format
–
“Claw”
–
where
the
consumer
is
challenged
to
“win”
their
product.
This
will
create
posi$ve
buzz
and
interest
and
get
consumers
to
engage
with
the
Theatre
Pack
Pladorm
This
will
be
something
never
seen
or
experienced
before;
another
world
first
for
BAT
and
Theatre
Pack
Entertainment
Copyright
|
Brandcast
|
A
LiBle
Bit
Wrong

20. ::
Conclusion
Theatrical
Entertainment
in
this
conceptual
approach
is
about
crea$ng
curiosity
and
drama
by
presen$ng
a
Black
Box
that
is
to
be
explored
and
interacted
with.
There
is
an
understanding
that
there
will
be
the
delivery
of
the
product
of
the
interac$on.
The
use
of
digital
panels,
such
as
display
screens
means
that
these
units
can
be
re-­‐
purposed
if
desired
so.
This
is
a
new
innova$on
which
creates
buzz
around
the
product
and
the
brand
Copyright
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A
LiBle
Bit
Wrong

21. ::
Thank
You!
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22. ::
Addendum
–
Athena
POS
The
Athena
vending
solu$on
is
a
modular
pack
release
system
that
integrates
all
the
advantages
of
tradi$onal
vending
such
as
stock
security
with
the
usability,
control
and
repor$ng
of
point
of
sale
systems.
The
units
are
modular
in
design
so
they
may
be
configured
and
housed
to
create
the
required
effect.
The
housing
may
also
be
changed
without
replacing
the
working
mechanisms.
It
can
be
ac$vated
from
Point
of
Sale
or
alterna$ve
methods
such
as
buBons
or
touch
pads.
It
has
a
central
control
panel
which
allows
add-­‐ons
to
be
applied
at
any
stage.
Copyright
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LiBle
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23. ::
Addendum
–
Athena
POS
It
has
its
own
repor$ng
and
stock
control
systems
should
it
be
required
to
operate
independently
of
a
POS
system.
It
will
also
func$on
as
a
stand
alone
unit
or
in
a
series.
It
has
wireless
capabili$es,
all
that
is
required
where
the
unit
is
placed
is
a
power
cable.
It
also
has
remote
access
capabili$es
so
that
informa$on
such
as
sales
and
stock
holding
may
be
harvested.
Copyright
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A
LiBle
Bit
Wrong

24. ::
Addendum
–
Athena
POS
Our
Isis
system
allows
for
the
ac$va$on
of
controls
from
signal
derived
from
any
Windows
based
Point
of
Sale
system
like
Micros,
GAAP,
Pilot,
Aloha,
Positron,
Vectron
POS.
This
is
achieved
by
just
reading
signals
and
it
will
not
interfere
with
the
venues
opera$ng
system
in
any
way.
The
Isis
system
may
also
func$on
as
a
trigger
mechanism
for
other
func$ons
such
as
content
display
or
ac$va$ons.
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25. ::
Addendum
–
Athena
POS
Athena
lays
the
base
for
many
add-­‐on
consumer
experience
ac$vi$es
such
as
the
Air
Chute
or
Through
the
Counter
vending .
It
has
been
engineered
to
handle
mul$ple
input
and
output
signals
that
may
be
used
to
create
ligh$ng
or
movement
on
specific
triggers
such
as
a
sale.
It
also
has
the
capabili$es
to
hold
various
pack
sizes
and
stock
holding
dependent
on
applica$on.
Copyright
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A
LiBle
Bit
Wrong