General Goal of the Campaign: To reinforce the image of Panettone as synonymous with Christmas.To strengthen and consolidate the values of the Bauducco brand: Tradition, Family, Quality, Italian-ness and Personal Touch.Secondary Goal:To initiate the process of involvement with, and approximation to, Panettone among the youth public - to increase the brand’s market.

General Goal of the Campaign: To reinforce the image of Panettone as synonymous with Christmas.To strengthen and consolidate the values of the Bauducco brand: Tradition, Family, Quality, Italian-ness and Personal Touch.Secondary Goal:To initiate the process of involvement with, and approximation to, Panettone among the youth public - to increase the brand’s market. Our greatest challenge in achieving the brand’s goals was the fact that the product is seasonal:How to create the desired involvement in such a short period – a mere two-week run – and with a public so distant from this category?The cinema medium is amply consumed by the youth public and has the ability to not only involve but also to literally fascinate them. However, these characteristics alone would not be sufficient to create the bond desired by the brand.Therefore, we needed a differentiated project capable of broadening the impact of the campaign and extending it beyond this electronic medium’s limits of “audio” and “video”.We found a very original solution: exploring an area till then never before tried in the cinema medium – sensory marketing through smell.It was a novel way of interacting with the public. While the 30” Bauducco Panettone commercial was shown on the screen, the sweet aroma of Panettone filled the entire theatre and created a pleasant and surprisingly positive atmosphere for the public.In fact, thanks to this idea, the public was able to feel the same sensations “experienced” by the characters in the commercial – “The aroma of Christmas has arrived”, with the resulting increase in appetite appeal.And to complement the action, 7 seconds were added to the commercial with a “provocative phrase” reinforcing the interaction with the public and maintaining the good-humoured tone of the campaign: “You, there in the movie theatre, you don’t have to hug each other. It’s just the aroma of Panetonne. That’s all”.The project. At first, it was scheduled to run for 2 weeks, but thanks to the high impact it achieved, both among the public and in the press, Bauducco extended the run for another week.

The project ran at 4 multiplexes belonging to the Cinemark Network: Market Place, Higienopolis,Villa Lobos and SP Market – in a total of 32 movie theatres.We installed an environment aromatisation machine in the air conditioning systems of each of these 32 theatres. In order for the project to work perfectly, the machines had to be turned on in perfect synchronization with the beginning of the Panettone commercial. This required the presence of a team of aromatisation technicians at each one of the multiplexes where the project ran. The creative idea to aromatise the movie theatres with the aroma of Panettone was totally conceived and implemented by the Almap BBDO Media department – from the selection of the aromatisation company to the inclusion of the “provocative phrase” at the end of the commercial.The only outside involvement in this project was from the creative department in composing the “provocative phrase”. “Aroma of Christmas” was an innovative project. Based on an idea conceived in the Media Department and on a commercial created for TV, it succeeded in creating a new way of interacting with the movie-going public with a method never before used: we filled the theatre with the aroma of Panettone, which in Brazil is synonymous with Christmas.This project has all the requirements to be a winner:It was a simple and original idea.It was perfectly executed.It was the piece with the greatest impact within a campaign (which also included TV and RV) that increased sales of Bauducco Panettone by 12%.

The creative idea to aromatise the movie theatres with the aroma of Panettone was totally conceived and implemented by the Almap BBDO Media department – from the selection of the aromatisation company to the inclusion of the “provocative phrase” at the end of the commercial.The only outside involvement in this project was from the creative department in composing the “provocative phrase”.

“Aroma of Christmas” was an innovative project. Based on an idea conceived in the Media Department and on a commercial created for TV, it succeeded in creating a new way of interacting with the movie-going public with a method never before used: we filled the theatre with the aroma of Panettone, which in Brazil is synonymous with Christmas.This project has all the requirements to be a winner:It was a simple and original idea.It was perfectly executed.It was the piece with the greatest impact within a campaign (which also included TV and RV) that increased sales of Bauducco Panettone by 12%.

Our greatest challenge in achieving the brand’s goals was the fact that the product is seasonal:How to create the desired involvement in such a short period – a mere two-week run – and with a public so distant from this category?The cinema medium is amply consumed by the youth public and has the ability to not only involve but also to literally fascinate them. However, these characteristics alone would not be sufficient to create the bond desired by the brand.Therefore, we needed a differentiated project capable of broadening the impact of the campaign and extending it beyond this electronic medium’s limits of “audio” and “video”.We found a very original solution: exploring an area till then never before tried in the cinema medium – sensory marketing through smell.It was a novel way of interacting with the public. While the 30” Bauducco Panettone commercial was shown on the screen, the sweet aroma of Panettone filled the entire theatre and created a pleasant and surprisingly positive atmosphere for the public.In fact, thanks to this idea, the public was able to feel the same sensations “experienced” by the characters in the commercial – “The aroma of Christmas has arrived”, with the resulting increase in appetite appeal.And to complement the action, 7 seconds were added to the commercial with a “provocative phrase” reinforcing the interaction with the public and maintaining the good-humoured tone of the campaign: “You, there in the movie theatre, you don’t have to hug each other. It’s just the aroma of Panetonne. That’s all”.The project. At first, it was scheduled to run for 2 weeks, but thanks to the high impact it achieved, both among the public and in the press, Bauducco extended the run for another week.

The project ran at 4 multiplexes belonging to the Cinemark Network: Market Place, Higienopolis,Villa Lobos and SP Market – in a total of 32 movie theatres.We installed an environment aromatisation machine in the air conditioning systems of each of these 32 theatres. In order for the project to work perfectly, the machines had to be turned on in perfect synchronization with the beginning of the Panettone commercial. This required the presence of a team of aromatisation technicians at each one of the multiplexes where the project ran.

Paulo Camossa Jr   General Media Director   Almap BBDOMarcelo Bicudo   Media Co-ordinator   Almap BBDO