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Purple lights, immersive soundscapes, and a room buzzing with curiosity.
That pretty much summed up the vibe at the launch of the IQOS ILUMA i Electric Purple at Heritage Valley, Kuala Lumpur on Wednesday night, 28 January.
The launch wasn't just about a new colourway. It was built around 'Electric Dreams', a global consumer initiative designed to turn curiosity into experience.
"Electric Dreams is rooted in the idea that curiosity can be a powerful force. When curiosity is elicited, we move beyond what is familiar, and we turn imagination into real-life experiences," said Stephen Rajasigamany, director of consumer experience at Philip Morris Malaysia.
Stephen Rajasigamany, Director of Consumer Experience.
Image via SAYS
So, what exactly is Electric Dreams?
At its core, Stephen said Electric Dreams is about stepping outside routine and leaning into the unexpected. The initiative is running not just in Malaysia, but across major IQOS markets worldwide.
As part of the campaign, IQOS users stand a chance to win one of three exclusive, money-can't-buy experiences overseas.
"IQOS consumers stand the chance to win one of three once-in-a-lifetime money-can't-buy experiences to Dubai, Portugal, or Slovenia," he said, adding that these aren't typical holiday packages.
"In Dubai, they get to sleep within an opera house, serenaded by a symphony orchestra. In Portugal, they get to play go-kart by the coast, and in Slovenia, they get to experience [music] beats within a cave," he added.
Six Malaysians, each with a plus-one, will be selected as winners of the all-expense-paid trips
Beyond the global prizes, there are also 100 local surprises lined up, including experiential journeys, dining experiences, and lifestyle items such as headphones.
The contest runs from now until 31 March, with winners from Malaysia eventually joining participants from other countries on these trips between September and October.
When asked why purple was selected for the campaign, Stephen said it represents mystery, boldness, and discovery
The colour choice wasn't accidental. Stephen described Electric Purple as something that sits right at the intersection of boldness and mystery.
"Electric purple is more than just a colour. It's a celebration of curiosity.
"Purple conveys mystery, escapism, as well as discovery," Stephen explained, adding that the colour is not commonly seen in everyday life.
He said the campaign aims to create moments that break routine
The launch night itself was designed to mirror that philosophy: immersive lighting, sound, and visual storytelling coming together to create an atmosphere that felt just a little out of the ordinary.
"Tonight, what we have done is we've curated an immersive experience for all our guests," Stephen said.
"The immersive experience is a blend of the atmosphere through light and sound, design, together with storytelling."
For Stephen, the idea behind Electric Dreams goes beyond events or destinations. It's about how people live day to day.
"Life just being filled with routines is boring," he said.
"It's important for all of us to find moments that can be unexpected, moments that can elicit curiosity and moments that can bring new experiences into our lives."
Find out more about the Electric Dreams contest here.
