Earlier this week, saw the launch of a multi-sensorial takeover of the iconic Oxford Circus Tube station, as part of Marks and Spencer’ bold Summer campaign developed in collaboration with Mother Design and Mother. In a first for London’s Oxford Circus underground station, the OOH print formats have been infused with the evocative scent of sun lotion using Global media’s Aromaco technology. This innovative approach enables the campaign to engage multiple senses, transporting commuters from the hustle and bustle to a sun-soaked M&S paradise. Commenting on the campaign, our Partner & ECD Kirsty Minns said, "Taking a multi-sensorial approach to brand comms creates a more immersive and memorable experience. Scent is a particularly powerful tool in forging emotional connections and driving brand recall.” Sound and music also serve as an important bridge to connect brands with audiences on an emotional level. Although the OOH takeover didn’t feature sound, the campaign’s TV spot features the global hit "Pump up the Jam" by Technotronic. The track itself, often deemed one of the best European dance tracks of all time, is intrinsically tied to the ads concept and execution. Our ambition was to ensure that its innate memorability would help extend resonance and recall, even in formats without sound. Long after the music has stopped. Read more about this in Campaign UK here: https://lnkd.in/eV7_NPtr W/ Mindshare UK, Transport for London & Riff Raff Films #MultiSensorial #Branding #MarksandSpencer #OxfordCircusTakeover #CreativeCampaign
Craig Wood
1mo
Love this campaign. Pump it up!
Yolanda Joseph
1mo
WOW Katie Tripp Harriet Gwynne great work all round!
This is great to see Mother using creativity that involves the senses, something I encouraged my students to do a number of years ago. It followed from some research by Victoria Arden in her dissertation. Great stuff.