McDonald’s has tuned everyone’s sense of smell with its world-first scented billboards. You read it right! McDonald’s has installed billboards in Netherlands on a trial basis – plain yellow and red billboards in Utrecht and Leiden.
People who walk by these billboards get a whiff of that distinct McDonald’s French Fries aroma within 5 meters. This smell is a unique brand asset for McDonald’s. Stijn Mentrop-Huliselan, CMO of McDonald’s Netherlands, said McDonald’s is all about Good Times. “We are well known for our distinctive brand assets that are mostly visual. Smell has been proven to be more effective at sparking clear and emotional memories than images. With the inclusion of this next sense in our advertising, we found a new way to remind people of Good Times at McDonald’s.”
Darre van Dijk, TBWA/Neboko chief creative officer, said the smell of McDonald’s is an iconic asset for the McDonald’s brand, as recognizable as its products, golden arches, or jingle. “That made us wonder: Can we make an outdoor where the McDonald’s smell is the ad? So we wanted to test that red or yellow billboard with nothing on it but the iconic smell could make people think of McDonald’s.”
The prints on the billboard appear to be empty at first glance, but as passers-by approach within 5 meters, they are greeted with the distinct aroma of McDonald’s French Fries coming from inside the installation.
This is the first time that a billboard has been used to diffuse the McDonald’s scent, making the recognizable smell its most important brand asset. These billboards have been strategically placed within 200 meters of McDonald’s restaurants, inviting those triggered cravings to easily swing by and order their favorite McDonald’s offerings – when every brand is targeting eyeballs, McDonald’s targets noses.
Also Read: MTN Dew Rolls Out Rewards Program for Gamers and Outdoor Lovers
