Easy Breathe

A CREATIVE OOH EXPERIENCE

Interactive Scented Billboard

The Challenge

Kleenex sought to launch and promote its new Easy Breath scented tissues in a way that combined brand awareness with an engaging, sensory experience. The goal was to create a memorable activation that highlighted the product’s refreshing eucalyptus and menthol scent while encouraging audience interaction.

Location Westfield, London

Duration 3 Day

Objective Product Launch

A customer at the Kleenex installation is standing in front of a turquoise billboard filled with 1,800 tissue packets. A bright LED Kleenex sign is visible in the background. Branded bins filled with tissues are positioned in front of the billboard. The setup is located outdoors at Westfield White City, with vibrant colours and branding elements adding to the scene.

A technical blueprint for the Kleenex Easy Breathe billboard installation, showing multiple views (isometric, front, side, and sectional) with precise measurements. The layout includes acrylic shelving, a product wall for 1,800 tissue packets, and notes on materials like softwood and MDF. The design incorporates a bright LED Kleenex sign and a polished, weather-resistant finish.

The Execution

We designed an innovative interactive billboard at Westfield White City, inviting passersby to engage directly with the product. The billboard held the packets of tissues, while scent diffusers emitted bursts of eucalyptus and menthol, creating a fresh and unique atmosphere. The activation allowed participants to experience Kleenex’s unique “scrunch-to-sniff” technology and interact with the brand in a multi-sensory way.

36,000

Sampled Packs

215,000

Passing Footfall

Hidden Eucalyptus Diffusers

Kleenex turquoise billboard filled with 1,800 tissue packets. There is a bright LED Kleenex sign. Four branded bins filled with tissues are positioned in-front of the billboard. The setup is located outdoors at Westfield White City, with vibrant colours and branding elements visible in the background.

The Outcome

The activation successfully introduced Kleenex’s Easy Breath tissues, sampling over 36,000 packs directly from the giant billboard. The refreshing scent filled the air outside Westfield White City, creating a buzz-worthy experience that attracted significant attention and left a lasting impression on the audience.

The focus is on the Kleenex Easy Breathe awning with bold branding, while two people walk past the installation. The awning stands out with vibrant colours and visible "Kleenex Easy Breathe" text, part of the promotional setup at Westfield White City.

A digital billboard featuring a woman with the text "Scrunch, Release Menthol, and Breathe" on a bright turquoise background.

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