- September 29, 2016
Scent Advertising to Help Find a Cure for Prostate Cancer!
JCDecaux and Cloudmaker Consulting & Reed Pacific Media all partnered for this Australian media-first scent advertising campaign. The out of home campaign combines tap-and-go technology with scent and sound to promote Prostate Cancer Foundation Australia’s (PCFA) annual ‘Big Aussie Barbie.’ However, the campaign’s ultimate goal is to raise money for prostate cancer research, awareness and support.
Harnessing the irresistible smell of sizzling snags, the out of home campaign features a custom-built Citylights panel featuring a tap-and-go payment system. The system then rewards donations by releasing a fried onion sausage sizzle scent and the sound of crackling snags. To further enhance engagement, the panel depicts a glowing image of a big BBQ featuring animated hot embers to grab the attention of passersby.
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“Outdoor is the only medium that can offer a fully immersive experience like this,” said Alan Klein, Head of Creative Solutions, JCDecaux. “Using all five senses has definitely put the ‘sizzle’ into this campaign and we are certain it will resonate – who could resist?”
Sarah Lowe, Director of Cloudmaker Consulting, added, “Out-of-home provides the perfect opportunity to reach a larger audience, while also delivering a uniquely engaging activation that actively encourages instant donations to improve overall campaign effectiveness. “Working together, we developed a fantastic result combining scent, sound, special printing and Tap-and-Go technology in a unique media-first.”
Associate Professor Anthony Lowe, Chief Executive Officer of Prostate Cancer Foundation of Australia said, “During International Prostate Cancer month in September, we are running our annual national fundraising and awareness campaign – The Big Aussie Barbie. This year’s campaign aims to generate awareness of prostate cancer and also raise vital funds to provide information and support to the 200,000 men and their families affected by the disease.”
(As posted originally on B&T Australia).
Learn more about Scented Out of Home solutions.