The companies enclosed the escalators in a tunnel structure that was then filled with mood lighting, visuals of the Air Wick Multicolour Black Edition candles and the smell of the 'Purple Blackberry Fig' variety of the product.
The scent came not from actual candles, but from scent technology deployed by Reed Pacific Media. The installation appeared in Westfield Shopping Centres in Parramatta (New South Wales), Southland (Victoria) and Garden City (Queensland).
The company also handed out scent-infused brochures—with a coupon, of course—at the top and bottom of the escalators.
CREDITS
Account manager: Leah Callon-Butler, Reed Pacific Media
Account director: Miles Thomas, Momentum Worldwide
Senior producer: Avril Farrah, Momentum Worldwide
Accounts & operations manager: John Hewitt, Creative Works Australia
Brand Manager: Jason Wu, Reckitt Benckiser
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