BRIEF
Aroma Rich fabric softener was launched in 2010 with a mission to provide well-being and comfort to Japanese women. In summer 2018, LION adopted a new sales strategy that enabled women to create their own aroma by mixing the 5 products in the range. But they soon discovered that the majority couldn’t find their favorite blend on their own.
EXECUTION
To help women in this quest, we created a first-of-its-kind sensory journey: by only taking one photo on their mobile, women were able to effortlessly discover the Aroma Rich blend that suited them best. Paired with a color-coordinated folding fan, visitors could smell, see and feel their signature scent for the first time, as the perfect gift to beat the summer heat.
MECHANISM
RESULTS
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10,569
participated in the online experience
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92.9%
felt a positive change of attitude towards the brand
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132X
media coverage with no paid media
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1,219
queued up for the 4-day event
EVENT
The event offered 2 different experiences:
- The first one was demonstrative by allowing visitors to realize that Aroma Rich products could be mixed together to create various scents. An 18m wall decorated with motion-sensitive folding fans would envelop visitors with fresh breezes of scented air as they drew closer to each section of the wall.
- The second was a personalized experience based on the concept of providing aroma blends and folding fans custom-designed to the taste of each individual visitor. With only 1 full-body shot, we developed a system that could analyze the visitor’s clothing, identifying their preferred colors and correlating their preferred scents. Whilst the tailor-made blend was being formulated, printers were set up with a special mold to print the analysis result directly onto a folding fan in a unique illustration.
MOBILE WEBSITE
Those who could not attend the 4-day event were invited to participate in the personalized experience online. In the same logic, an online visitor could upload a full-body shot and easily discover the blend of Aroma Rich that matched their taste. After inputting their details, 500 online visitors were randomly selected to receive at home their tailor-made fan and personal blend of Aroma Rich.