Smell-o-vision

Just read an interesting example in this year's Trendwatching:

"Cinescent has successfully tested its scented-ad technology in German theatres for Nivea, with 60-second ads showing a sunny beach scene while the aroma of Nivea sun cream permeated the theatre. Exit polls showed a 515% rise in recall for the Nivea ad when compared to moviegoers who saw the spot without the scent.

Smells are pumped through the cinema's air conditioning system in a way that minimizes the allergy and irritation problems associated with previous attempts to dispense aromas via boxes places among the audience."

Martin Lindstrom was right!

Comments

[Nick Morris]

Marco Bevolo recently wrote a report on the importance of sensorial design published on Canvas8. Interestingly he observed that best use of senses differs in different countries dependent on their different 'cultural signatures' - same theme as Martin Lindstrom...