The great thing about experiential marketing is the ability to play with multi-sensory elements to enrich the consumer experience and create an emotional connection with the brand.
We all know how smells have an instant effect on our emotional state that can bring forth either positive or negative responses. Consumers are attracted by favorable scents but disguise other bad odors.
Ford has cleverly played with the scents in its latest experiential campaign in Spain. The brand recreated the smell of a new car and produced a perfume that makes any used car smell like new!
Within the tagline ‘Smells New’, Ford created an integrated experiential campaign using new scent in all its print and ambient advertising, promo staff handing out samples and radio ads to show that it is possible to bring back the same excitement of buying a new car even if you cannot afford to buy a new one.
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