How many of you listens to the radio? And how many of you dislike imensely when the ads come on, sometimes cutting the songs in half? Well, what if the ads were for donuts? And what if, with the ad, you could smell freshly baked donuts and hot coffee?
Smell branding is the new bet of the South Korean franchising of Dunkin Donuts. Everytime Dunkin Donuts' jingle plays on the radio, sound recognition technology enables the spraying of coffee and donuts. The best thing is this technology was placed in public buses: the aroma reinforced the sensory connection with the brand and therefore boosted in-store traffic in South Korea. According to PSFK, "...over than 350.000 people experienced the ad during the campaign, leading to a number of visitiors to the Dunkin' Donuts stores increasing by 16% and sales going up 29%".
So, it obviously works. But why? I think it's because it hit three senses at the same time: smell, hearing and vision. Plus, coffee is already and addictive drink, so how could anyone resist?
Source: http://www.psfk.com
Ana Nascimento
No comments:
Post a Comment