There was a time when luxury was measured in possessions – the watch you wore, the car you drove, the destinations you checked off a list. Today, that definition has evolved. Increasingly, what sets people apart isn’t necessarily what they own, but what they’ve experienced.
Access has become the new status symbol. Think intimate concerts staged in unlikely places. Travel that prioritises immersion over itinerary. Moments that feel personal, rare, and impossible to replicate. In this landscape, curiosity becomes the driving force – a mindset that pushes experience explorers toward the unfamiliar.
It is precisely this notion that powers IQOS’s Electric Dreams campaign.
Three electric dreams, designed for the curious
For starters, IQOS’s Electric Dreams campaign is built around a simple belief that some of the most meaningful experiences can’t be bought; they must be discovered. Rather than offering conventional travel prizes, the campaign invites adult nicotine users to be curious through three curated global experiences from Portugal to Slovenia. Each journey reflects a different facet of curiosity – boldness, contrast, intimacy – and together, they form the core of Electric Dreams.
Cargo karting
What is it like to race where the city meets the sea? With sea, steel, and speed colliding off the coast of Portugal, Cargo-Karting brings adrenaline into an unexpected landscape – built for the curious who race on different roads. It’s a bold, high-energy experience where momentum takes over, and the road becomes an expression of fearless motion.
Sleep-in symphony
How does it feel to sleep beneath the stage of an opera house? In this rare orchestral experience, music is designed not to awaken, but to soothe. Guests are invited to drift into rest as a live symphony performs around them – redefining what a concert can feel like when intimacy replaces spectacle.
Beats below zero
What does a cave sound like when it sings? In Beats Below Zero, digital music reverberates through natural rock formations in Slovenia, creating an immersive concert defined by contrast – where silence meets sound, and ancient stone amplifies modern rhythm. It’s an experience that rewards those willing to follow the beat underground.
100 additional local Electric surprises
Aside from the Electric Dreams grand prizes, participants also stand a chance to win 100 additional local Electric surprises. These include an indulgent 3D2N retreat and cave dining experience at The Banjaran Hotsprings; a 3D2N experience aboard Star Dream Cruise; a one-night stay at JW Marriott accompanied by a Xuyuan Dining Show; and a fantasy-themed dinner at the Banquet of Hoshena followed by a one-night stay at KL Hilton Sentral. In addition, other rewards from trendy accessories to electronic essentials await, such as Apple watches, Samsung Galaxy Tabs, Beats Solo Wireless Headphones, and more.
Each global Electric Dream and local Electric Surprise experience prize entitles the winner to bring one (1) plus‑one, where applicable.
Curious to turn the dream into a reality?
You can stand to win one of these three Electric Dreams with IQOS by following these simple steps:
New to IQOS?
1. Purchase and register your first IQOS device at IQOS Authorised centres or via iqos.com to join the campaign.
2. Capture an original, faceless photograph featuring your IQOS ILUMA device with at least one purple element.
3. Submit your entry. 53 winners will be selected and ranked based on the most creative submissions.
Registered IQOS, lil, or Veev users
1. Refer as many adult smoking friends or family** as possible to climb the Referral Leaderboard.
2. You will receive RM100 for the first successful referral, and your adult smoking friend gets up to 40% off their first IQOS device purchase***.
3. The top 53 contestants on the leaderboard will win prizes.
The contest ends on 31 March 2026. Terms and conditions apply.
*Your creative entry must comply with the content guidelines in the terms and conditions.
**For adult nicotine users who have not purchased and registered an IQOS, lil, or Veev device and would otherwise continue smoking or using other nicotine products.
***40% off for IQOS ILUMA ONE & IQOS ILUMA; 30% off for IQOS ILUMA i ONE; 10% off for all other IQOS devices.
Electric Purple – one colour, three devices
Anchoring the campaign is the IQOS ILUMA i Electric Purple, a bold new colourway introduced as part of the IQOS ILUMA i series. Vibrant yet refined, Electric Purple reflects individuality and creative confidence – a visual extension of the campaign’s central idea that curiosity stands out.
Beyond its distinctive colour, the IQOS ILUMA i series incorporates SMARTCORE INDUCTION SYSTEM™ technology, giving IQOS the benefit of ‘always heats, never burns.’ This means it leaves less smell on your hands, hair, and clothes, making it less likely to bother people around you*. With Smart Features like Autostart, Pause Mode, and Touch Screen, you can now see information about your experience and tailor your device to your preference.
*85% agreement amongst 674 adult consumers in Japan and Italy, 2020 – 2021
Start dreaming electric with your first IQOS ILUMA purchase on iqos.com or at IQOS Authorised Centres. Already an IQOS user? Visit the campaign page to discover how you can be part of Electric Dreams.
These products are not risk free and provide nicotine, which is addictive. Only for use by adults who would otherwise continue to smoke or use other nicotine products.