The Great Smell of Brute
York tourist board brought us in to create a Viking ‘fragrance’ for men who want to stink like a ninth century Norse warrior…
York tourist board brought us in to create a Viking ‘fragrance’ for men who want to stink like a ninth century Norse warrior…
Single dog lovers are being targeted by Match.com’s latest social event; one in a series that aims to bring people together through a shared interest.
London saw in 2014 with a multi-sensory bang and The Aroma Company were proud to play its part!
In this world first, thousands of people at once, had all five senses catered for by a host of special effects.
To accompany the hugely popular and stunning annual fireworks display 100,000 people, in key areas along the Thames, received multi-sensory packs.
Featured inside were the Aroma Company produced scratch ‘n’ sniff programmes.
Scratch n sniff Firework Programme, London New Years Eve 2014
Caressing the “Touch to Smell” aroma panels, while the corresponding coloured display exploded, allowed people to smell the fireworks as well as see them!
The Aroma Company’s Touch to Smell is a modern day scratch and sniff, used to create scent solutions in print.
The multi-sensory packs also contained LED wristbands (that pulsated in time to the music) and seven kinds of fruit-flavoured sweets that again, related to the multi-sensory display.
In another area along the Thames, another 50,000 revellers could see, smell and taste clouds of apple, cherry and strawberry scented mist, experienced peach snow, could pop enormous floating bubbles filled with orange smoke and also enjoy edible banana confetti (another world first).
Revellers enjoying peach flavoured snow
For those not able to make it into London a free app allowed people at home, an augmented reality experience synchronised with the firework display.
Val Lord said: “It’s always exciting to be involved in projects where the senses are of paramount importance to an event’s experience. Incorporating the sense of smell is extremely powerful in building engagement and creating lasting memories with attendees. Scent marketing continues to be an industry which we have been at the forefront of for over 20 years”.
The multi-sensory fireworks display was proudly presented by The Mayor of London in partnership with Vodafone and “Vodafone Firsts” – a new global brand engagement strategy. “Firsts” focuses on a simple concept: that Vodafone’s technology and connectivity can enable and inspire people to do something amazing for the first time, from making their first call to sharing their first video.
Boris Johnson, The Mayor of London, said: “A spectacular display of pyrotechnics that you can taste and even smell! Where else but London would you get such an experience? Whether you are getting a sensory overload along the river, or having your new year reality augmented at home, our partnership with Vodafone is creating a fantastic first for London, one that will help kick off 2014 in magnificent style.”
Martin Green, Head of Brand Engagement at Vodafone and the former Head of Ceremonies for London 2012, said: “We are delighted to work with the Mayor of London to bring a fantastic experience to Londoners for the first time and to use Vodafone’s technology to bring the excitement of the world’s best fireworks display in to people’s living rooms.”
Among those who have been involved in the months of planning for the display and the multi-sensory packs, were food art company Bompas and Parr (famous for its spectacular dining events and elaborate jellies), and Vodafone’s global “firsts” brand strategy agencies, Wasserman, AKQA, Rainey Kelly Campbell Roalfe/Y&R, and Ogilvy London.
Think we could assist you and your brand promotion or event? Call on +44(0)1491 835510 or email us info@aromaco.co.uk
Leading tour operator Kuoni, through their strategic partners DigitasLBi, is launching an on and offline content marketing initiative called Scents of Adventure.
While photos, videos and sounds all evoke memories of fabulous holidays, smell a distinctive aroma from that trip and you are immediately transported to that faraway place, due to the emotional connection that smell creates within our brains.
For the centrepiece of the Scents of Adventure initiative, Kuoni have commissioned a large antique-style map from illustrator Emma Ahlqvest.
Kuoni Scents of Adventure map
This unique map incorporates the scent of 10 worldwide Kuoni destinations, through the use of The Aroma Company’s interactive sampling technology – Poparoma. When pushed, Poparoma releases a different puff of scent that represents each destination. Each aroma has been developed by The Aroma Company in partnership with DigitasLBi . Destinations being brought to life include the USA, Australia and Brazil.
Appearing at the Kuoni store at Bluewater shopping centre in Kent on Friday 25th October (L109B Lower Guild Hall, Bluewater, DA9 9SN), visitors to the Kuoni store will be invited to guess what each of the destination fragrances are, for the chance to win a holiday for two in the Maldives.
Kuoni Scents of Adventure map featuring Poparoma
Hayley Potts Manager of Kuoni Bluewater said: “We are delighted to bring this unique piece of art to the shoppers of Bluewater. From my personal travels, nothing ignites travel stories like scents such as the spices of a Moroccan market or seaweed at the beach; my mind travels back to that moment before I’ve even realised it.”
Brian Woodhouse, Kuoni Retail and Trade Marketing Manager added: “The scents and smells experienced in different countries are an integral part of the overall sensory experience of a holiday; and possibly one that we take for granted. We hope the Scents of Adventure map will entice customers to find out more about the destinations that inspired it.”
As well as the interactive map, Kuoni and DigitasLBi are inviting selected travel bloggers to write about what they think is the scent of the Maldives, to boost social signals and increase destination authority for Kuoni. The blogger who writes the best post will win a seven-night full-board holiday in the Maldives.
Mark Fleming, Digital Marketing Manager at Kuoni said: “Scents of Adventure brings to life the amazing sensory experience of some of our most popular destinations. We hope the initiative wows our customers and provides inspiration for travel bloggers, a key group of digital influencers for us.”
Val Lord, Managing Director of The Aroma Company added: “Poparoma is the Aroma Company’s patented interactive scent sampling device that delivers a puff of aroma, each time the button is pressed. Poparoma’s flexible design means it can be used in different styles of display from experiential activity, to point of sale sampling. We’ve really enjoyed the challenge this initiative provided us, and wish all the entrants to the competition the best of luck”.
Think we could assist you and your brand? Call on +44(0)1491 835510 or email us info@aromaco.co.uk
If you were given the challenge to increase the consumption of sliced bread, would you have thought of this?
To remind women what they’re missing when they skip breakfast or avoid sliced bread, the Federation of Bakers decided to leverage the hugely appetising and tempting aroma of freshly made toast. Who could resist? Not me!
Presented with this challenge (by the Federation’s agency, Red Consultancy) the Aroma Company produced an evocative Toast fragrance with bitter sweet malty base notes, dusty middle notes and top notes of yeast and a hint of caramel, all encased in beautifully labelled atomisers, as an eau de toilette.
Created by The Aroma Co: Eau de Toast.The story doesn’t end there – presenting the perfume to models and attendees at London Fashion Week allowed the subject of breakfast and the benefits of sliced bread consumption to be discussed in a fun and healthy way, without lecturing.
Eau de Toast at London Fashion Week. Encouraging sliced bread consumption in a fun and healthy way.Want to read more?