This Listerine flipbook campaign, created by JWT Hong Kong, goes down as one of the most creative yet simple ways to encourage people to buy mouthwash.
The brand created a flipbook featuring a beautiful and seductive woman and infused the pages with an onion smell, which wafted out at users as they flipped through the book's pages. Attached at the end of the book was a coupon for a bottle of Listerine. Brand representatives handed out the Listerine Flipbook to passersby on a busy street in Hong Kong (you can watch the funny reactions here in this video). According to Adweek, the campaign was a tremendous success, with the redemption rate for the coupon reaching 66 percent!
Halitosis-Emitting Handouts
Listerine Flipbook Surprises Consumers With the Smell of Onions
Trend Themes
1. Sensory Marketing - Creative campaigns that engage multiple senses to promote a product or service
2. Interactive Advertising - Engaging and interactive ads that require active participation from consumers
3. Novel Marketing - Innovative and unique marketing tactics that surprise and delight consumers
Industry Implications
1. Consumer Goods - Opportunities for companies to create unique and interactive marketing campaigns that differentiate their products from competitors
2. Advertising - Opportunities for agencies to develop novel marketing campaigns that resonate with consumers and drive brand awareness
3. Event Marketing - Opportunities for brands to create one-of-a-kind experiences that leave a lasting impression on attendees