Creative agency LOLA MullenLowe has presented a new interactive campaign which is meant to encourage passersby to scratch and sniff. The playful marketing embeds the fragrance into the large street ads and Lynx encourages anyone to take a whiff. Each visual is complete in black and white of the male models wearing boxer briefs which is a comedic and cheeky approach.
There is a bright circle highlighting their groin area and inviting visitors to literally be nosey. The technology uses microencapsulated fragrance beads which are integrated into the ink. When scratched, it releases the scent of the brand's new spray. The campaign rolls out across London streets and throughout men's lifestyle magazines to look out for.
Image Credit: MullenLowe Global
Key Themes Behind This Trend
- Interactive Advertising
- Harnessing interactive elements in advertising, such as scratch-and-sniff features, redefines consumer engagement by creating a multi-sensory brand experience.
- Multi-sensory Marketing
- Developments in olfactory marketing, like using scented billboards, open new avenues for advertisers to connect with audiences on a sensory level.
- Experiential Campaigns
- The rise of experiential campaigns offers innovative ways to involve consumers directly, making advertisements more memorable and impactful.
Where This Applies
- Fragrance
- The fragrance industry can expand its marketing strategies by integrating scents into non-traditional platforms like urban street ads.
- Advertising
- The advertising industry is evolving with novel formats, such as scented billboards, to capture attention in crowded urban environments.
- Print Media
- Print media can revitalize its appeal by embedding olfactory elements into magazines, enhancing the reader's experience in a unique way.
