IQOS & Heets Launch in Austria
PMI Open Academy for Trafikanten Training & Support
The launch of IQOS and Heets in Austria combined innovative training and marketing solutions. The PMI Open Academy delivered video modules, POS materials, and promotional support, ensuring a smooth, successful launch despite COVID-19 challenges.
The Background
In 2020, Philip Morris International tasked Leo Burnett with supporting the Austrian launch of Heets and IQOS, its heated tobacco products. The objective was to ensure that B2B resellers (Trafikanten) and sales teams were fully trained, equipped, and confident to introduce the product to the market—despite the additional challenge of launching during a global pandemic with heightened health sensitivities around lung-related products.
The Idea
To support a successful launch, we created the PMI Open Academy, a training and support platform for Austrian Trafikanten. It included:
- Video Training: Clear, engaging modules covering product features, benefits, and compliance.
- POS & Promotional Materials: Supporting assets for stores and the sales team.
- Digital Access: Remote learning to overcome COVID-19 restrictions.
The goal was to make the products approachable, safe, and appealing while equipping Trafikanten with the knowledge and tools to succeed.
Execution
The campaign required detailed coordination across creative, production, and sales teams:
- Concept & Storyboard: Developed scripts and storyboards for video training sessions, aligning with PMI brand guidelines and compliance standards.
- Content Production: Produced high-quality video modules showcasing product usage, benefits, and training scenarios for resellers.
- Academy Platform Setup: Launched the PMI Open Academy as a central hub for video training, reference materials, and updates.
- POS & Sales Support Materials: Created printed and digital assets for resellers and the PMA sales team to support promotion at stores.
- Cross-Team Collaboration: Coordinated between creative, production, compliance, and sales teams to ensure messaging accuracy and regulatory adherence.
- COVID-Safe Execution: Managed all production, training, and material delivery under strict COVID safety protocols.
The Result
The launch of IQOS and Heets in Austria was a major success, despite the challenges of the pandemic:
Reseller Readiness: Traffikanten were trained and confident through the PMI Open Academy videos.
POS Impact: Supporting materials helped the sales team effectively promote the products.
Adaptability: Successfully navigated COVID-related restrictions while maintaining engagement and brand standards.
Market Success: Established a strong foundation for IQOS and Heets adoption in Austria, serving as a blueprint for other country markets.
Why It Matters
This project highlights the ability to lead complex product launches under challenging conditions, combining creativity, training, and marketing strategy. The PMI Open Academy provided a scalable, engaging solution that empowered Trafikanten, supported sales teams, and ensured a successful market entry, even during a global health crisis.