Imperial Brands’ Blu has kicked off an OOH campaign for its MyBlu device – “to raise consumer awareness of vaping and encourage adult smokers to switch” it said.

Appearing in more than 3,000 sites across London, the push features stylised illustrations of vapers and the slogans ‘I Blu. Do you?’ and ‘You Blu too? Who knew?’.

It uses a variety of formats, including large digital displays, bus and taxi wraps, and full-motion billboards. They would “elevate consumer awareness of the brand and drive sales in those adult smoking moments relevant to their audience” said Blu.

Set to run until September, the activity would extend into other “key” cities across the UK and Ireland, including Leeds and Dublin, the brand added. It will feature “integrated activations” at various sponsored events and venues, along with “an immersive, hedonistic, vaping nirvana experience” at major festivals.

“Vaping culture has grown rapidly in the UK, with many vapers considering themselves to almost be in the know on something new and different and as a result, part of a special club,” claimed Blu brand planning manager Pete Blackman. As such, the campaign “plays on that idea by creating a unique language and identity that resonates with vapers, while making the club open to everyone looking to switch”.

The vaping category is buoyant in grocery, having added 12% in value to £184m on volumes up 23.6% [Nielsen 52 w/e 8 September 2018], driven by ‘pod mod’ devices such as MyBlu.