Cannes Lions

MEN'S FRAGRANCE

ID\TBWA, Sao Paulo / NATURA / 2010

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Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

First we developed a custom hardware that would store and hand a paper version of the banner, with a fragrance sample.Then we made an agreement with 15 Lan Houses for a full weekend.We installed the hardware on every computer of each oneof those Lan houses.

And finally we installed a plug-in that projected the scented bannerover the Internet service home page on the Lan house.Every time a consumer clicked the banner on the screen, he was surprised by the revelation of a paper version of the banner, with a fragrance sample.

Outcome

The scented banner had a click through rate of 17.2%. That's 43 times higher than the global average.10.000 scented banners were distributed in just one weekend.

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