Thursday, January 31, 2008
Well, after sitting in a bus shelter adorned with Magniscent, you'll surely want some! This holiday season, bus shelters in California were given an added feature called Magniscent as part of the "Got Milk?" campaign. Provided by the company Arcade Marketing, the smell of fresh baked chocolate chip cookies was infused into adhesives which were installed in hidden spots in the shelters. The idea is to build buzz by creating the desire for milk in an extremely unexpected and unusual way.
According to an article in The San Fransisco Chronicle, "olfactory marketing blitzes aren't new. There's the "new car" aroma at auto dealerships, "fresh-brewed coffee" smells in convienance stores, and "rose scents" for florists." Yet, scented advertising outdoors is a new idea in the US.
While outdoor marketing is a rapidly growing market for advertisers, this clever concept is a bit more unexpected than the now common bus shelter and billboard advertisements. And it is sure to grab the attention of everyone waiting for their ride home at the end of a long day. Bus shelters are a great way to advertise, especially in cities. Thousands of people use public transportation, and even more walk by the shelters along busy city streets. So ultimately, this unexpected campaign will reach the masses, regardless of socioeconomic status. Which is good, considering everyone loves cookies and milk.
In a country plagued with obesity, I'm not so sure the aroma of chocolate chip cookies is good for our health, but it certainly seems like a great ploy for the "Got Milk?" campaign.
Monday, January 28, 2008
More than ever before, advertisements and marketing gimmicks are showing up in the most unexpected places. But, the bathroom...really?
YUP! According to a video blog on Adage.com, Charmin is hitting the big city again. Check the video out here (http://adage.com/article?article_id=115637&search_phrase=charmin+bathroom ) This holiday season, Procter & Gamble's Charmin decided to take their products to the masses by letting consumers actually test their papers in the lavish public "Charmin Bathrooms." For the second year in a row, Charmin used actual toilets as their advertising medium of choice. BRILLIANT. By opening 20 public bathrooms in Times Square, they were able to create quite a buzz surrounding their brand. More so, by giving the bathroom-goers a choice of six different textures, thousands of city shoppers were exposed to their various products. And because NYC during the busy holiday season gets shoppers from all over the world, it was a perfect place and time for the campaign. In a city screaming for more public bathroom facilities, these lavish restrooms got more than their fair share of a*s :)
WOW!!! What a genius idea by the Procter & Gamble crew; advertise your product by letting consumers experience it in their times of need. This surely helped to make Charmin a top of mind brand, and it definitely persuaded many shoppers to pick up a roll next time they hit the supermarket. In a society so saturated by advertising and marketing, it is important and necessary to go a step above the rest and do something really unexpected in order to stand out. And at the end of the day, P&G not only stood out, but also created a compelling and relevant brand experience in a very engaging way. Way to go!
Take a look:
http://www.youtube.com/watch?v=YpwFIckJ8Mk --Watch this, it's really cool!