Money is what's usually exchanged for high-ticket items at an art auction but Bombay Sapphire offered a different experience when it had people bid on an original piece by renowned sculpture artist Dan Lam. Rather than having collectors bid with money, Bombay Sapphire had people place their bids using their senses as part of the first-ever Sensory Auction.
The interactive brand experience was crafted to recreate the sensorial experience of enjoying the Bombay & Tonic. The one who had the strongest emotional reaction to the piece became the impassioned owner of a new work of art. The Sensory Auction experience in New York's Lower East Side involved measuring subconscious sensory reactions by detecting sweat drops, eye movements, focus and engagement.