Matthew Miller
Jul 29, 2013

Escalators transformed into scent-filled tunnels for Air Wick

AUSTRALIA - Reckitt Benckiser, along with Reed Pacific Media, Momentum Worldwide and Creative Works Australia, used scent technologies to turn escalators in three shopping malls into experiential journeys promoting a new Air Wick candle product.

Escalators transformed into scent-filled tunnels for Air Wick

The companies enclosed the escalators in a tunnel structure that was then filled with mood lighting, visuals of the Air Wick Multicolour Black Edition candles and the smell of the 'Purple Blackberry Fig' variety of the product.

The scent came not from actual candles, but from scent technology deployed by Reed Pacific Media. The installation appeared in Westfield Shopping Centres in Parramatta (New South Wales), Southland (Victoria) and Garden City (Queensland).

The company also handed out scent-infused brochures—with a coupon, of course—at the top and bottom of the escalators.


Account manager: Leah Callon-Butler, Reed Pacific Media
Account director: Miles Thomas, Momentum Worldwide
Senior producer: Avril Farrah, Momentum Worldwide
Accounts & operations manager: John Hewitt, Creative Works Australia
Brand Manager: Jason Wu, Reckitt Benckiser




Related Articles

Just Published

1 hour ago

Creatives reflect on legend Dan Wieden’s influence

Wieden, co-founder of the iconic advertising agency and adland icon, passed away on Saturday at 77 years old.

3 hours ago

Will Gen Z break up with your luxury brand?

Half of the existing luxury brands today likely won’t survive by 2030. They must deliver a best-in-class performance or risk becoming obsolete to Gen Z.

9 hours ago

Aline Santos named chair of judges for Campaign ...

Entries for the awards are now open.

9 hours ago

RGA hires Anita Jack-Davies to drive equitable culture

The agency combines culture, operations, equity, inclusion and diversity under Jack-Davies, a diversity academic.