Shoppers are being treated to a fragrant sensory experience with Ti Ora’s specially-built oOh!media retail panels, showcasing three of its tea flavours.
Passersby are invited to press the panels’ big red button which dispenses three scents: Lemon Honey Chamomile and Manuka; Cinnamon Chai with Horopito; and Strawberry Pomegrantate green tea with Kawakawa.
Ti Ora is a Jacobs Douwe Egberts (JDE) brand.
The out-of-home campaign was developed in collaboration between Havas, The Enthusiasts and oOh!, and will appear on panels in Sylvia Park, North City and Northlands.
Adam McGregor, oOh!’s general manager for New Zealand, says the use of scent dispensers in these three key locations offer an extra dimension to the campaign.
“This special build stimulates the sense of smell, and through the use of a big red button is generating interest and touch interactivity,” he says.
“Engagement with retail advertising panels in high dwell time shopping environments, makes shoppers more likely to remember brands and influences their future purchase decisions. Retail media delivers impact, engages shoppers and drives them on the path to purchase.”
The campaign, which runs through to the end of the month, is supported with a further 75 ShopaLive panels nationally. According to data from oOh’s audience measurement system, CRAFT, it will reach nearly 1.1 million unique shoppers.
JDE manager of tea brands Monique Mahe says the panels are a powerful way to reach their customers.
“We have worked closely with oOh!’s creative team to recreate scents that match our teas for install in the panels. We now look forward to lots of button pressing and scent influencing,” she says.