This week in 60 seconds…
- A new advancement in sensory experiences is currently being developed as researchers create virtual smells by stimulating olfactory nerve
- Something smells a bit off with Hong Kong’s latest tourism advert thanks to its creepy and possessive storyline showing exactly how not to entice people to visit your country
- Brands like Halo, on the other hand, are showing how to effectively communicate with the public by educating people about harnessing their enthusiasm for recycling
- Similarly, The Venture Out Project is redefining the stereotypical opinion of people who enjoy outdoor activities by heroing opportunities for the LGBTQ community
- Speaking of the outdoors, we had a lot of fun with The North Face this summer, check out our work for The Pinnacle Project now
A final thought…
As funny as the Hong Kong tourism blunder is, it highlights the importance of nailing your brand’s messaging. Fighting for causes like the environment and diversity will help your brand to reach new audiences but it has to be authentic. Work with prominent figures in those communities to understand how your brand can help, then build meaningful messaging from there.
To highlight the power of sensory marketing, and smells in particular, a group of scientists conducted an experiment and found that that imbuing pencils with the scent of tea tree oil dramatically increased people’s ability to remember the pencils’ brand and other details. Those given unscented pencils experienced a 73% decline in the information they could recall two weeks later, subjects given tea tree scented pencils experienced a decline of only 8%. So, use people’s’ senses to make activations memorable.