Kaiak, which is claimed to be the number one selling fragrance brand in the country, is sold only by direct selling; the dominant retail channel in Brazil.
In order to communicate the fact that the fragrance had changed, a ‘scented banner’ concept was designed that would allow internet users to smell the redesigned fragrance.
Kaiak scented banner
The parties involved chose internet cafes (known as LAN houses in Brazil) as the platform on which to launch the strategy, with an agreement with more than 15 locations put in place.
According to ID\TBWA, LAN houses were chosen in order to reflect the accessible price point of the brand, as they are popular in less affluent areas where people do not have internet access in their homes. In addition, they were identified as a good way to reach the brand’s target audience – over 77 percent of people accessing the internet in this way are men, said the company.
A plug-in that made the banner advert appear on the home page of the LAN computers was created, as well as a device to eject a scented paper strip.
Internet users were invited to click on the banner, which read: “The best selling men’s fragrance in the country just changed. Want to try it. Click this banner, its scented.”
Upon clicking on the banner, the device next to the computer ejected a scented paper strip, enabling the user to sample the new fragrance.
Successful campaign
The campaign was reportedly very successful, with the scented banner achieving a click through rate of 17.2 per cent, which ID\TBWA says is 43 times higher than the global average.
Each device was capable of storing 50 scented paper strips, and it was claimed that 10,000 were distributed in one weekend.