Everyone loves a cool ad execution, but some are clearly advertising for advertising people. This is particularly true during award-show season. The video below, getting some passalong among the adverpeople of Twitter, shows a Brazilian campaign by ID/TBWA for a fragrance brand Kaiak. Kaiak came up with a reformulated scent for its cologne, but it's only sold door to door. (I had no idea that door-to-door sales were still popular in Brazil.) How to sell it online? The Brazilian shop outfitted computers at 15 Internet cafés with machines that produce scented samples when users click on a banner on the café homepage offering a sniff. Cue the hidden-camera footage showing the shock and delight of the samplers. Kaiak says it got a 17 percent click-through rate and distributed 10,000 strips in a weekend. Color me skeptical, but that's a long walk for a small beer. Oh well, you can probably expect it to take home a bunch of Lions next month in Cannes.
Challenge“Kaiak” is the best-selling men’s fragrance in Brazil. Working-class men are its target market. It is sold door-to-door exclusively. The client wanted to make an online campaign to announce that the product had changed — but not much more than that. We couldn’t show the new fragrance on the internet … Unless we could find a way to put the scent on the banner! And that is what we did!
SolutionFirst we made an agreement with more than 15 Internet cafés, which are used mostly by young working men who do not have computers in their homes. Then we created a plug-in that inserted the banner on the Internet cafés’ internet start page. The banner read “The best selling men’s fragrance in the country just changed. Want to try it? Click this banner. It’s scented.” After the click the banner went out of the computer screen at the same time a custom hardware developed by us, ejected a paper version of the banner with the scent sample.
Results
The scented banner had a click-through rate of 17.2% — That is 43 times higher than the global average. 10,000 scented banners were distributed in just one weekend.
Advertising Agency: ID\TBWA, São Paulo, Brazil
Concept: Domenico Massareto
Creative Director: Domenico Massareto
Planner: Igor Puga
Production: Natalia Gouvea
On Air: May 2010
Challenge“Kaiak” is the best-selling men’s fragrance in Brazil. Working-class men are its target market. It is sold door-to-door exclusively. The client wanted to make an online campaign to announce that the product had changed — but not much more than that. We couldn’t show the new fragrance on the internet … Unless we could find a way to put the scent on the banner! And that is what we did!
SolutionFirst we made an agreement with more than 15 Internet cafés, which are used mostly by young working men who do not have computers in their homes. Then we created a plug-in that inserted the banner on the Internet cafés’ internet start page. The banner read “The best selling men’s fragrance in the country just changed. Want to try it? Click this banner. It’s scented.” After the click the banner went out of the computer screen at the same time a custom hardware developed by us, ejected a paper version of the banner with the scent sample.
Results
The scented banner had a click-through rate of 17.2% — That is 43 times higher than the global average. 10,000 scented banners were distributed in just one weekend.
Advertising Agency: ID\TBWA, São Paulo, Brazil
Concept: Domenico Massareto
Creative Director: Domenico Massareto
Planner: Igor Puga
Production: Natalia Gouvea
On Air: May 2010
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