Some experiences stay with you not because they were expected, but because they were done so spontaneously. A change in pace. A shift in atmosphere. A moment that asks you to slow down and notice what is unfolding. These are often the fragments that linger long after the journey ends.
With Electric Dreams, IQOS presents adult nicotine users with the chance to step into a series of curated, money-can’t-buy global experiences — journeys shaped not simply by destination, but by atmosphere and sensation.
Across three striking locations, each experience is designed as an encounter rather than an itinerary. In one immersive setting, winners are invited into a private orchestral Sleep-in symphony, where sound and stillness share the same space and music unfolds in intimate proximity. Elsewhere, a coastal Cargo-karting race track becomes a playground of movement and momentum, blending industrial rhythm with adrenaline. Deep underground, Beats Below Zero transforms a vast cave into a natural amphitheatre, where acoustics, stone and echo shape a performance that feels suspended in time. Each global Electric Dream experience entitles the winner to bring one (1) plus‑one.
Yet Electric Dreams extend beyond these international escapes. More than 100 local additional prizes — known as Electric Surprises — bring the rewards closer to home. A restorative retreat at The Banjaran Hotsprings or on the Star Dream Cruise, a dine-and-stay experience at JW Marriott Kuala Lumpur or KL Hilton Sentral, alongside Apple Watches, Samsung Galaxy Tabs, Beats Solo Wireless Headphones and other exclusive prizes ensure that curiosity is rewarded in multiple ways. Each local experience prize also includes one (1) plus‑one, where applicable.
Ultimately, Electric Dreams are about moments that can’t be replicated — experiences designed to be lived once and remembered long after. Whether it is inside a singing cave, within a sleep-in symphony, at a coastal race track or closer to home, the invitation remains the same: follow curiosity, and see where it leads.
Curious to win these Electric Dreams?
Participation runs until 31 March 2026 and is open to adult nicotine users aged 18 years old or above. There are two distinct ways to take part. Adult nicotine users* who purchase and register their first IQOS device may submit a creative entry incorporating a purple element. The top 53 creative submissions stand a chance to win. Click here to find out more.
Your creative entry must be an original, faceless photo featuring your IQOS ILUMA device with at least one purple element and complies with the content guidelines in the terms and conditions..
Alternatively, existing registered IQOS, lil or VEEV users can climb the referral leaderboard by referring as many adult friends or family members* as possible to purchase any IQOS ILUMA device. Not only the top 53 participants on the leaderboard will win prizes but they will also receive RM100 for their first successful referral, while the person they referred can enjoy up to 40%** off their first IQOS device purchase.
Powering these Electric Dreams is the IQOS ILUMA i Electric Purple — the device at the centre of the campaign’s identity. It is more than a just colour, Electric Purple signals the spirit behind the initiative: bold, expressive and driven by curiosity.
Designed as a smoke-free alternative for adult nicotine users who would otherwise continue smoking, IQOS ILUMA i uses SMARTCORE INDUCTION TECHNOLOGY™, always heating instead of burning. The result is less smell on your hands, hair and clothes, which means it is less likely to bother people around you.*** The latest IQOS ILUMA i generation introduces enhanced smart features such as Auto start for intuitive activation, Pause Mode for greater control, and a touch screen interface for a more seamless, personalised experience. Purple is often associated with imagination and curiosity — and curiosity, after all, is often the beginning of something rewarding.
This piece is written in partnership with IQOS.
*For adult nicotine users who have not purchased and registered an IQOS, lil or VEEV device and who would otherwise continue smoking or using other nicotine products.
**Up to 40% off applies as follows: 40% off for IQOS ILUMA ONE & IQOS ILUMA; 30% off for IQOS ILUMA i ONE; 10% off for all other IQOS device.
***85% agreement amongst 674 adult consumers in Japan and Italy, 2020 – 2021.
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.
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