'It sounds like a marketer's dream, a branding and sampling
opportunity right by the point of purchase.
'It is 'smelly' posters from JCDecaux. You press the button and the
poster releases its aroma. If it satisfies your schnozzle you're right
by the shops.
'First to offer us a whiff is Givenchy with the launch of 'Hot Couture'.
Clever move that - after all, who knows what Hot Couture smells like in
the bottle? More testing will be satisfying the demands of Nescafe,
Lemon Cif and Danepak - I can't wait to find out.'
Client: Parfums Givenchy
Medium: JCDecaux bus sites in Manchester using the Poparoma product
Media planner/buyer: Penny Ryman at Carat and Emily Hirshman at
Creative: Golley Slater
Brief: Back the launch of Hot Couture with a targeted outdoor campaign
to allow the consumer to sample the scent directly.