- March 19, 2016
Nescafe Advertising with 4D Cinema!
We all know smell is the greatest trigger for memory, so naturally a NesCafe advertising campaign utilised 4D scented cinema! The 4D experience is an Australian first.
Imagine the smell of coffee suddenly filling your surroundings in the cinema. That’s sure to grab your attention! Thus is the latest NesCafe campaign, which uses ‘4D’ technology to incorporate scent in its cinema execution.
Additionally, this is a great tie up for NesCafe. For instance, the campaign is attempting to leverage its heritage of being a loved institution, especially because it focuses on memories.
Nestle Head of Marketing for Beverages Camille Meylan said: “It’s easy to forget, with our obsession with social media and technology, the value of a simple, human connection. Catching up over a cup of NesCafe Blend 43 is an Australian institution and just as relevant and powerful today, perhaps more so. It was important to recapture the essence of the brand and the reason why it is so loved as a market leader.”
Campaign Details:
Val Morgan organised the cinema ‘smell-o-vision’. The scent will be pumped into select Hoyts theatres in Sydney and Melbourne during Wolverine screenings from the end of July. Moreover, the technology has already made its debut in other markets such as the United Kingdom.
The main thrust of the Nescafe campaign will be TV ads, developed by Publicis Mojo. ZenithOptimedia handled media. Publicis Mojo Chief Executive Joe Pollard said: “NesCafe Blend 43 and the distinctive red cup has been loved for generations. It made sense for us to show the connections the brand has helped foster between these generations, to tug at the heartstrings and reignite the love affair. We worked hard to find Mark Wilkinson, a local Australian musician, to record a bespoke piece for us to enhance the overall story.”
Reed Pacific Media partnered with Val Morgan and Publics Mojo for this campaign. It was a truly a regional first for Reed Pacific Media, Nestle and Val Morgan.
Client: Nestle
Learn more about Scented Cinema in our Scented Out of Home solutions.
- scented advertising