Ambi Pur ‘Supersize Popup’

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Created: 03/14/10
Last Edited: 02/26/14
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  • 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!
     
    These pop-ups were installed behind doors in (smelly) public spaces where we 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 ;-)
     
    Our pop-ups were set up on 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.
  • 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
    Art Director: Nicole Grözinger
    Copywriter: Oliver Flohrs
    Artist: Sarah Illenberger
    Photographer: Attila Hartwig
    Account Manager: Kristin Schombel
    Published: 2009
  • Awards
    ADC Germany: 1 x Gold, 1 x Finalist
    ADC Europe: Finalist
    ADC New York: Bronze
    Clio Awards: 1 x Bronze, 1 x Finalist
    London International Awards: Finalist

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