How do you innovate in outdoor advertising? Day part ads? Temperature controlled ads? Billboards that recognise your face and serve ads based on your age and gender? All good. But do they smell as good as a perfume tester booth within a billboard?
Estee Lauder, JCDecaux Innovative and OMD finished up a weeklong campaign this week with a perfume dispenser built into custom billboards across Sydney, Melbourne and Brisbane.
Up until yesterday, passers-by could sample the scent by placing their hand into a miniature booth within the panel. Triggered by a detection sensor, the bottle then spun around to dispense a sample of Modern Muse, the scent featured on the main panel ad, directly onto the wrist.
Estee Lauder National marketing manager Siobhan Dunn loved the concept and thought it “broke through the clutter" literally allowing potential customers to get their hands, or at least wrists, on the product.
Marketing Director of JCDecaux Australia, Essie Wake said audiences were "hungry for new ways to engage with brands - and this example is effectively taking the traditional sampling experience into a whole new realm".
Whether the campaign was effective is too early to say. JCDecaux said it did not yet have the number of samples that had been dispensed over the week.
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