To launch this range, they took advantage of the April Fool's holiday and pranked fans by introducing "The World's First Smellable Website".

This was a website experience where consumers could get a whiff of the new paint range as well as other unusual scents such as bravery, freedom or free wi-fi.

On visiting the website they would follow through a few steps, have a laugh in the end and learn more about the fragrant paints.

To launch a one of kind fragrant paint range, Basco Paints made a one of kind website. On April 1st 2015, they introduced the “World’s First Smellable Website”.

An online experience where users could experience normal and not so normal scents right from the comfort of their desktops or mobile phones. There was a wonderful array of weird scents to choose from. From sharks-tears, to Freedom to Rainbows to Free-Wifi, heck even Beyonce’ was in there.

Users would then follow a series of mind-boggling, hypnotic steps and Voila! They would be graced with awesome nasal sensations while prompting them to try the new paint range

The news of the site spread over social media like wildfire with over 3,000 fragrances were shared online in just one day!

Here are some detailed results of the performance

Total Visitors 2429,

Bounce Rate 63%,

Average Session 0.01.37,

Facebook Shares 1584,

Twitter Shares 2170,

Favorite Scent: Weird Neighbour

Leverage on the time of the year where goofs and pranks prevailed the most; April Fools.

By taking advantage of this day to launch the product, not only did we make headlines but left a long lasting effect on the brand. Hence, why we came up with the World’s First Smellable website.

Basco Paints, a leading paint manufacturer in Kenya, were launching a revolutionary product into the market; Fragrant Paint. This was paint that has a delightful new paint smell as well a variety of scents to choose from.

Their brief was to come up with the best way to launch this product in a news-breaking and conversation stopping way.

Basco Paints has always been ahead of the curve when it comes to innovation in paint manufacturing. The aim to spread the news of the new product both online and offline, as well increase Top of Mind Awareness of the brand as both innovative and economical. Also that the days of ‘sucky’ new paint smell were over.