Experiential Fragrance Exhibit With the Airwick Scented Tunnel

Case Study: Airwick Scented Tunnel

To celebrate the new Airwick Multicolour Black Edition candles by Reckitt Benckiser, we created a very special scent advertising experience. We magically transformed a series of Westfield escalators into an experiential scented tunnel.

First, giant tunnels were built over the main escalators at Westfield Shopping Centres in Parramatta (NSW), Southland (VIC) and Garden City (QLD) Australia. Then, inside the tunnel, shoppers were enchanted by an illuminating glow and the ambient purple blackberry fig fragrance of the Airwick candle (which was emitted by Reed Pacific Media scent technologies).

In addition, a promotions team handed out scented Airwick print brochures upon entering and exiting the tunnel. As a result, consumers could smell the purple blackberry fig fragrance again by touching the brochure to release the scent. The brochure offered 20% off the Airwick Multicolour Black Edition candle, redeemable at Woolworths supermarkets.

Reed Pacific Media worked with Reckitt Benckiser and their agency, Momentum Worldwide, to deliver the fragrance experience for the Airwick tunnel. 

Client: Reckitt Benkiser Australia

Learn more about our Scented Out of Home solutions.

• Outdoor
• scented advertising