Scented Billboard

A CREATIVE OOH EXPERIENCE

Something Smells Incredible. It's me. The Lynx Scented Billboard.

The Challenge

Lynx discovered that their new fragrance, Black Vanilla, has outshone the iconic Tom Ford Tobacco Vanille Perfume spray with 74 per cent of men favouring Lynx over the pricey designer fragrance. To put this to the test, we created a mysterious Lynx scented billboard with a hidden aroma emanating from it. Passers-by were invited to guess whether the smell was better than a £300 fragrance. The billboard featured copy with a grand date and time, prompting people to gather back at that spot for the scent reveal by Wes Nelson. At the specified time, Wes pulled back the top layer of the billboard to reveal that the aroma was actually coming from the Lynx scent underneath.

Location Southbank, London

Duration 2 Days

Objective Product Launch

A yellow interactive billboard with a hatch. Wes Anderson is inside the hatch, handing out free samples to two excited young women who are posing for a photo with him.

A crowd of people gathered at London’s Southbank near a large black billboard diffusing a pleasant scent, with the London skyline and River Thames in the background, as part of Lynx's Black Vanilla fragrance reveal event. A man stands close to the billboard, smelling it.

The Execution

A large 10-foot Lynx scented billboard in Southbank for 1 day with an open question: “Something smells incredible. It’s me. The billboard. Apparently, people prefer me to a £200 fragrance. Do you?” The board was equipped with scent diffusers, enticing Londoners to lean in, take a sniff and experience the smell. As passersby approached, anticipation grew as they took in the fragrance and tried to guess what it could be. The big reveal results were unveiled by Love Island star and musician Wes Nelson, with support from 11 additional influencers and the sampling of 500 products through a hatch in the billboard.

A smiling woman stands at a bright yellow hatch, holding two cans of Lynx Black Vanilla fragrance, surrounded by neatly arranged product samples. Cameras and people gather in front of the hatch to capture the moment during a live fragrance campaign.

The Outcome

Many people came to the area for the grand reveal of the Lynx scented billboard to discover the source of the pleasant aroma behind the mysterious, non-branded, and invitingly fragrant display. There were a lot of shocked faces when they realised it was Lynx, resulting in some pleasantly surprised audience members who found out the scent that they had been anticipating the reveal of was in fact priced between £3 and £5! The stunt created significant exposure for the brand and its new line of Lynx fragrances.

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