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

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


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    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