Can you feel it? I can see clearly now.. Sounds like a plan. You really got a taste for it. Smells fantastic. Using all senses in copy and media makes advertising much more effective.
An interesting study by Google’s Unskippable Labs Team has been conducted together with Nestlé and Brigham Young University in the summer of 2018. The team created a fake pizza brand called Doctor Fork and tested 33 YouTube ads, gaining 20mio impressions. Associate professor Dr. Ryan Elder researched sensory cues in ad effectiveness. The study’s conclusions are clear with as most important one:
‘Immersive, multi-sensory experiences drive better recall than single sensory experiences.
Implications: Food ads should stimulate the full range of senses and use the full potential of audio, visual and text cues to do so.’
You can find more results here.
Unilever’s Comfort Ultra got commuters to stop and smell the flowers and take pictures in the Singapore subway in 2014:
McCain promoted it’s Ready Baked Jackets with warmth and smell of the potato coming out of the outdoor ad, while a coupon could be obtained by pressing the button next to it. It’s biggest product introduction in 20 years, delivering a revenue ROMI of 1.25:1, according to Campaign.
Carlsberg set up an OOH ad with an integrated beer tap in 2015, the best poster in the world. In contrast to McCain this seemed a one off PR stunt, still using the multi sensory / neuro rich approach: