what does your brand smell like?

Brand awareness, brand recall and brand recognition...
All examples of what an advertising campaigns hopes to achieve. Most advertising campaigns are not shout outs to consumers saying 'buy my product! buy my product!' they are generally shout outs saying 'remember me! remember me!’ When you go to the supermarket to buy, for example, batteries, you are most likely to buy based on brand and price. Consumers generally have an idea of what brands they would purchase before they buy which means that they associate certain brands with certain products.

A communications company in Japan has launched a new advertising campaign featuring billboards...that smell.
An internet connection allows sounds and images to be displayed on the billboards along with smells that are relevant to the advertisement currently displayed.

Research shows that apart from sounds and images, smells are a great way of increasing brand awareness and recall.

This sort of advertising might work in Japan but it would have to be a pretty subtle, realistic smell to work in many other countries!

The most exciting part of this new type of advertising is the technological advances and innovation which is always fun to hear about. Only time will tell if the smelly signs will stick!