Ambi Pur ‘Supersize Popup’
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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
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