# Aromatic Bus Shelter Ads HarperCollins' Scented Advertisement Teases a Vegan Cookbook By Laura McQuarrie | Published 2018-04-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/scented-advertisement References: [campaignlive](https://www.campaignlive.co.uk/article/harpercollins-installs-scented-bus-shelter-target-commuters-point-hunger/1463043) To promote the first cookbook from online [vegan cooking duo](https://www.trendhunter.com/trends/gosh-food) Bosh!, HarperCollins created a dynamic [scented advertisement](https://www.trendhunter.com/trends/scent-sanctuary) to live on the side of a bus shelter. The digital ad pairs mouthwatering visuals with scents to appeal to the senses of both vegan and non-vegan consumers. The creative bus shelter ads specifically play upon a biological response that causes a response in people when they are met with sights and smells that they enjoy. The bus shelter ads are situated on Tottenham Court Road, specifically targeting hungry consumers who are making their commute home after a long day of work. As Joanna Rose, HarperCollins HQ marketing director, describes: "With vegan, vegetarian and flexitarian eating so rapidly on the rise, we knew that we needed a standout campaign for a breakout book." ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 92% | Activity: 98% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Why This Trend Is Growing - **Dynamic Scented Advertisements:** Creating digital ads that incorporate scents to enhance consumer engagement and appeal to the senses. - **Multi-sensory Marketing:** Utilizing a combination of visuals and scents to evoke a biological response in consumers and enhance brand experiences. - **Targeted Outdoor Advertising:** Placing advertisements in strategically chosen locations to reach specific consumer segments, such as hungry commuters. ### Industries Being Reshaped - **Publishing:** Exploring new advertising techniques to promote books and engage readers through innovative sensory experiences. - **Food and Beverage:** Incorporating scent marketing into food and beverage advertising to enhance consumer appetite and create memorable brand experiences. - **Advertising and Marketing:** Developing creative strategies and technologies that integrate multiple senses to attract and captivate consumers in the competitive advertising landscape. ## Related on Trend Hunter - [Sensory Outdoor Posters](https://www.trendhunter.com/trends/scratchandsniff-ooh-campaign.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Mango-Scented Newspaper Ads](https://www.trendhunter.com/trends/swiggy-instamart.md) - [Festive Scratch-and-Sniff Billboards](https://www.trendhunter.com/trends/scratch-and-sniff-billboard.md) - [Scented Fast Food Billboards](https://www.trendhunter.com/trends/scented-billboard.md) - [Scan-to-Sniff Fragrance Billboards](https://www.trendhunter.com/trends/fragrance-billboard.md) - [Gamified Scent Marketing Experiences](https://www.trendhunter.com/trends/grab-the-sweet.md) - [Sniffable Deodorant Billboards](https://www.trendhunter.com/trends/deodorant-billboard.md) - [Photosensitive Book Experiences](https://www.trendhunter.com/trends/the-outside-book.md)