(5 votes, average: 4.20 out of 5)
In amongst the current social media hype, it’s great to see a web banner idea really stand out. Created by TBWA Brazil for a the re-launch of a men’s fragrance, the agency created a scented web banner that was… real.
To make the idea come to life, they sponsored 15 lan houses across Brazil and installed a small scent strip distributor on the back of each screen so when people click the special Kaiak banner, it instantly delivers a real life sample into the hands of the banner clicker!
The results show a massive 17.2% click through rate which is 43x the global average. But I just wonder how the results are skewed once the guy next to you clicks it and then tells you to try it out!? Overall, it’s a very cool concept that was well executed from planning to production.
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June 2nd, 2010 at 10:24 am
that’s amazing!
June 2nd, 2010 at 2:39 pm
I can only imagine how fast food brands can and will use this idea!
June 2nd, 2010 at 7:24 pm
Sure its a great idea at a small level, but absolutely pointless and impossible to install on a large enough level to make it viable. An utterly pointless ‘cool concept’ which wont transcend into a real market place.
its a bit like taking a picture of a poo and posting it on the internet. Unless I can see and feel the poo Its not gonna interest me, despite how fragrant the poo might be.
June 2nd, 2010 at 8:08 pm
This is just brilliant!!! – love it.
June 3rd, 2010 at 3:20 am
Mind Blowing!!!!!
June 3rd, 2010 at 5:24 pm
kind of an over-kill for a product that’s going to be used by lan house customers, but can’t deny that it’s brilliant.
June 3rd, 2010 at 8:55 pm
Brilliant concept!
@Johnny: the idea was obviously meant for a smaller brand. Its a local fragrance brand thats sold door-to-door. Its common sense that you cant use the same idea for a multinational brand campaign. Jeez.