Japan Tobacco International (Kinshasa)

Monte Carlo Engagement Program

As part of strengthening Monte Carlo's commercial presence in the Democratic Republic of Congo, SecondLook was commissioned by JTI to orchestrate an intensive activation campaign in the Congolese capital. We deployed a one-to-one activation strategy in Kinshasa's strategic districts, creating personalized brand experiences to boost product adoption among end consumers and drive direct sales. The field engagement campaign focused on the capital's high-potential commercial areas: Bandalungwa and Kalamu. SecondLook designed and implemented an approach based on direct consumer activation, point-of-sale support, and the management of retail networks through trained Brand Ambassadors. Our mission included: Deploying a team of 24 Brand Ambassadors supported by 4 supervisors; Activating over 100 identified points of sale in target areas; Implementing a direct contact strategy with over 4,600 consumers per week; Supporting retailers to optimize visibility and boost sales for Monte Carlo; A program with proven results: Launched in July 2025, the program consistently achieved contact objectives, exceeding initial targets by 20%. Working closely with the JTI DRC teams, SecondLook provided weekly performance monitoring, ensuring the continuous optimization of activations and maintaining Monte Carlo's leading position in its priority market segments.