Can online banners be scented?

Click-through rates tell a lot about an online marketing campaign’s performance – especially if a click-through rate is 43x the global average.  When Kaiak asked for a creative idea to introduce their fragrance online, TBWA answered with a brilliant one – Scented Banners! Banners cannot have real scent, or can they?

To execute the idea, TBWA sponsored 15 lan houses across Brazil and installed custom scent strip producers on the back of the screens so when people click the special Kaiak banner, the producers instantly deliver  real life samples from the back of the screens!

Results: 10,000 scented strips were distributed in one weekend!