MVcom-SCENT
The use of smell in an advertising campaign is first greeted by “reaction”. The message will surely be received because of the unusual communication method, because visual and odorous ads are an immediate gateway to the consumer’s emotional memory.
Nowadays, there is a major conflict between the senses and communication. According to Millward Brown and Martin Lindstrom, apart from sight, smell is the most important of our senses (righ foto).
An odorous stimulant can lead to an undeniable link to a product/person, regardless of other surrounding elements and it can generate a corresponding attitude towards it/him/her before getting closely acquainted…
For example, Singapore Airlines obtained a higher score, on the olfactory scale, than any other airline. What exactly would flight smell like? (left foto)
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