MRL CE Activities “Cut the crap” (Filter the unnecessary)

1. MRL CE Activities “Cut the crap” (Filter the unnecessary) Moscow, January 2012

2. Swapping machine 3.2 • Application for Multitouch Swapping Machine • Four pictures appear on the screen • Consumer inserts his pack (Kent for example) into the machine • The consumer’s goal is to choose one of four pictures on the screen that falls out of the logic chain. • The consumer tries until he completes the game • When the consumer completes the game he receives Marlboro pack from the machine

3. Swapping machine 3.3 • Application for Multitouch Swapping Machine • Puzzle appears on the screen • Consumer inserts his pack (Kent for example) into the machine • The consumer’s goal is to compile BE>MARLBORO logo but the game feature is that there are some unnecessary pieces on the screen • The consumer tries until he completes the game • When the consumer completes the game he receives Marlboro pack from the machine

4. Swapping Mirror machine 3.4 • Stand with a transparent box at the top • Hostess takes competitor’s brand pack of cigarettes and puts it at the bottom of the box • Hostess pushes the bottom and transparent box becomes mirrored and nothing can be seen inside the box • Meanwhile the false bottom rotates • Then the box becomes transparent again and unexpecting consumer founds a pack of Marlboro instead of his pack

5. Swapping Press machine 3.5 • Stand with a press machine • Hostess takes competitor’s brand pack of cigarettes and puts it under the press • Hostess pushes the bottom and the press smashes the pack • Meanwhile the false bottom opens and smashed pack drops down • Then the press lifts up and unexpecting consumer founds a pack of Marlboro instead of his smashed pack

6. IV. Additionalideas HoReCa NTP Retail

7. Cyclone Game Booth 4.1 • Cyclone Game Booth for festivals and other large –scale events • Transparent booth with built in aerodynamic system • Approximate size : 1600x2900x1600 mm. • Lots of small lightweight balls on the floor inside the booth • Consumer walks into the booth, puts plastic glasses on • When the consumer is ready hostess launches the game • All the balls start chaotically flying all around the consumer • The consumer’s goal is to filter the unnecessary balls (white) out and catch only ones that are important (red) • The consumer puts red balls that he had caught into the special tube • Depending on how many red balls the consumer has caught within a definite period of time he gets respective rewards • Competitions among the consumers may also be held http://www.youtube.com/watch?v=zT9i2ywQCSU&feature=related

8. Marlboro Gift Machine 4.2 • Interactive Gift Machine for different -scale events • The consumer gives his pack of Marlboro to the hostess • Hostess marks the pack marks and brings it to the bar code scanner • The machine’s system picks one random gift • All gift are put in the branded tube cases • The gift rolls out to into the tray • Curious consumer gets the case, opens it and sees what is inside • There is also an option to make it with transparent front side

9. Peep (video) hole box 4.3 • Peep hole box built-in the branded telephone box stand • The idea is to entice consumers by placing an ordinary (only at first view) item at an unconventional place such as summer beach resort • Placed on the free of other constructions but nevertheless high traffic location it will attract people to check it out

10. Peep (video) hole box