Foxtel’s Fresh Cut Grass Scent

Foxtel’s Fresh Cut Grass Scent Makes You Feel Like You’re on the Football Pitch

Reed Pacific Media recently partnered with Foxtel and Mediacom to deliver a series of “fresh cut grass” scented advertisements. To bring viewers closer to the English Premier League, the ads will be spread across multiple channels. For instance, Adshel and JCDecaux bus shelter out of home displays released the smell of fresh cut grass and the sound of crowd cheering via a push-button activation.

On 18 August, readers again experienced grass scent in the sports section of News Limited titles nationwide. The scented print advertisement was featured in The Sunday Telegraph (NSW), Sunday Herald Sun (VIC), The Sunday Times (WA) and Sunday Mail (SA) Australia.

The ‘so close you can smell the grass’ campaign utilises Reed Pacific Media’s NewsScent™ technology. Australian giant supermarket Woolworths has previously used this technology.

Our Partners:

Group Director, Implementation Planning & Investment at Mediacom Jane Henderson said: “Partnering with NewsCorp Australia for this campaign has enabled us to truly bring our USP to life. Innovation in media doesn’t need to be complicated or arduous… Our message literally leaps off the page.”

Foxtel’s Executive Director of Sales & Marketing Ed Smith said: “This is the time of year football fans feel most far away and that they are missing out. FOX SPORTS’ full coverage of the English Premier League is all about bringing fans closer to their game and their team. What better way to demonstrate this closeness than being so close to the game you love that you can smell the grass though, Sunday papers.”

“Press is an important part of our communications mix and innovation is often neglected in print, so I’m really proud of the work the team have done to bring this to life.”

Learn more about our Scented Out of Home solutions and Scent Print Sampling solutions.

• Outdoor
• scented advertising