Technology mixed with creativity can give amazing results in terms of marketing campaigns. People are attracted to anything new, anything that has never been done before and most of all anything fun. Advertisement has become something so normal that people can become very annoyed with it. For example on TV, no one wants to watch 10 min of ads after 20 min of your favourite show! There is so much more we can do to bring products to customers. I personally enjoy the creative outdoor ads: they are smart, fun and nothing like we have seen before.
While reading one of my colleague’s blog post: Nadeen Sakic’s “Scratch and Sniff”,  I found that scented ads are also a way for firms to differentiate themselves. Promoting a product in a very different way, people will end up spending more time on the magazine page and are more likely to remember the product. I agree with Nadeen though, that those ads won’t fit every product.  It really wouldn’t be very pleasant to have a magazine starting to smell like pizza or any other very strong smell. But for a perfume, I find this method very effective. For example Guerlain, in addition to its television ad has included a scented page in magazines. In this case you would lift a patch glued on the page and smell the new perfume. I find this effective since customers can find out that they really like it and the next few days go and try it out at a store.

Issues involved just like Nadeen mentioned would be the cost and possible allergies, but more and more as technology evolves, we will be creating cheaper ways to place a product. What if soon, you could reach to the television screen and simply smell or even try the product?!  I think the more we play with people’s mind, whether it is trhough their 5 senses: optical illusions, smells and touches or through humour, the more the advertisement will please. The point of an ad is to make people remember the product: those methods are very effective in doing that!

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