Written by: Xiaolang Weixian
Visual: Xiao Qian
Source: 4A Advertising Marketing
"The real destiny is often the attraction engraved in the DNA. ”
It is said that there is an irresistible "physiological attraction" in ambiguous relationships, and in fact, the marketing world is the same.
The visual impact has become a regular style of play, and the large part of the story is less attractive with one hit...... It's time for some raw sensory stimulation.
McDonald's has recently used the smell of the soul as a starting point to stuff a mouthful of game for people who are tired of eating "fine bran".
Just like McDonald's in China used the "paper bag fragrance machine" to play on April Fool's Day, the familiar fragrance of the meal is the triggering memory that McGate "marked" on the believers.
To test just how deeply this mark is emboldened, McDonald's in the Netherlands came up with this brilliant idea.
They placed a thick, anonymous billboard on the street, with no logo or copy, only McDonald's striking red and yellow color scheme, and the scent of French fries, the protagonist of the campaign.
In addition, the pose of the protagonist is carefully designed.
The billboard, specially made by creative agency Raúl &Rigel, has a plain surface, but a secret inside – a hollow mezzanine for french fries.
When the freshly fried fries are placed inside the billboard, the duct ventilation design can turn the entire billboard into a fragrant storage cabinet in no time.
Everything is ready to go, just waiting for the noses passing by.
Imagine being in a delicious and rich "pheromone", and your desire to eat fries in a second explodes, only to look around you only for a suspicious billboard...... Of course, I can't help but get closer and suck hard!
As expected, in the end, this offline marketing attracted many passers-by. And facing the camera, everyone gave a unanimous answer: "It's McDonald's fries." ”
It was really a hearty Versailles, hungry for passers-by, and cool for the brand. Sure enough, the immersive sensory experience is what falls dior.
McDonald's is not the first to think of such a vicious move.
At the end of last year, Bath & Body Works also put a scent installation in New York City's Herald Square to promote its fragrance collection.
However, this time, the creativity is more direct - giant material marketing, ontology is the highlight. The 10-foot candle catches both the eye and the nose, making the collection easy to reveal as well.
Christmas is approaching, the streets are crowded with people, the retro candlelight is flickering, and the fragrance delicately penetrates the nose and heart of passers-by...... The ancient Greek god in charge of the atmosphere, passing by can resist not punching in the person is quitting, right?
The first two devices are a little more simple and crude? It's not that there is no more gentle and delicate way of playing.
For example, Hendrik created a "wine-scented bus stop" for lemon and cucumber flavored gin in the summer.
The existing bus stop was transformed into an offline advertising spot, which not only did not have to worry about the difference in the flow of people caused by the location of the installation, but also created a natural 360° surround experience scene to better convey the fragrance to passers-by.
More than that, Hendrik also uses poetic copywriting and dynamic pouring animations to outline an extended look and feel of the spiritual realm for the real scent:
Under the eaves of this platform, with the fresh taste of lemon and cucumber, "escape from the everyday" is no longer a boring slogan on the poster, but a short but real summer flavor.
Physiological psychology research has shown that olfactory stimuli are the only sensation that does not pass through the thalamus and directly enter the brain, and humans are able to identify and remember at least 10,000 smells.
From the perspective of marketing, we can also find a similar answer by analyzing the "scent device" put by brands——
Just as the sense of smell is to the brain, sometimes the hook of a brand doesn't need to be twisted and turned, and it is straightforward to cut at the original desire, or perhaps the shortcut itself.
Anyway, let's go downstairs and buy McDonald's fries.