USING AIR AS A MEDIUM TO PROPAGATE YOUR BRAND IDENTITY TO INSTILL DESIRE AND NARRATE A STORY
#SensoryMarketing #OlfactiveExperience #Proximity
HOW TO INTEGRATE THE SENSE OF SMELL IN AN ADVERTISING CAMPAIGN?
The introduction and use of a particular scent or perfume into a brand strategy is more commonly known as Olfactory Marketing. Olfactory Marketing is a component of sensory marketing that can increase the consumer’s experience tenfold by inducing favorable behavior, but also by creating a pleasant and memorable experience.
This peculiar technique, borrowed from hotels and stores specializing in the development of an olfactory identity, has been widely used during the last years in Street Marketing to create coherent and immersive devices for a variety of brands.
Smell a perfume, discover the different notes, enjoy its fragrance, take a stroll down the memory lane, remember an encounter, experience a sensation of well-being, live for the moment..., this is what olfactory marketing is all about! A deep connection with one of our most unconscious senses to create a genuine and lasting affinity. A positive stimulus to create a memory that will anchor the brand and its olfactory identity in people’s mind.
Olfactory Marketing allows you to engage your audience both indoor and outdoor within the context of an advertising operation to develop the notoriety of a product, create interest around a brand or create foot traffic to a retail store.
Olfactory marketing is a differentiating tool that can convey a message, a mood, or an emotion through a scent representative of the brand’s universe or identity. It allows brands to create a physical, sensory, and lasting experience with their target audience.
The Urban Act agency offers various olfactory marketing devices in the form of product sampling, street animations, and events inspired by Street and Guerilla Marketing. The olfactory dimension of these devices contributes to greater differentiation, awareness, and engagement with the exposed audience.