Ambi Pur "Supersize Pop-up"

the first ad that makes a scent visible

 

THE CHALLENGE

The challenge was to grab attention for the new Ambi Pur "Pink Flower" Room Spray and its amazingly fresh fragrance. An ad smells of nothing. So, we addressed the eyes rather than the nose and created the first ad that makes a scent visible: The supersize pop-up!

THE IDEA

These pop-ups were installed behind doors in (smelly) public spaces where we had sprayed our new fragrance before. When someone opened and closed the door, flowery freshness instantly popped out. People were confronted with Ambi Pur directly at the PoS – Point of Smelliness ;-)

THE IMPLEMENTATION

Our pop-ups were set up at 6 smelly places in 4 different cities. The response has been extremely positive. Rarely before have people so openly talked about smelliness. For personal reasons, we avoided any statistical investigations on the toilets.

 

 
 

 

CREDITS

Client: Sara Lee Household & Body Care Germany Product: Ambi Pur, Pink Flowers Room Spray Agency: Jung von Matt AG, Germany Creative Directors: Jacques Pense, Michael Ohanian Copywriter: Oliver Flohrs Art Director: Nicole Grözinger Artist: Sarah Illenberger Photographer: Attila Hartwig Account Manager: Kristin Schombel

 

 

AWARDS

ADC GERMANY: Gold, Finalist

ADC EUROPE: Finalist

ADC NEW YORK: Bronze

CLIO AWARDS: Bronze, Finalist

LONDON INTERNATIONAL AWARDS: Finalist