A series of Westfield escalators were magically transformed by an experiential fragrance exhibit to celebrate the NEW Air Wick Multicolour Black Edition candles by Reckitt Benckiser.
A giant tunnel was built over a main escalator at Westfield Shopping Centres in Parramatta (NSW), Southland (VIC) and Garden City (QLD).
Inside the tunnel, shoppers were enchanted by an illuminating glow and the ambient “Purple Blackberry Fig” fragrance of the Air Wick candle (which was emitted by Reed Pacific Media scent technologies).
Upon entering and exiting the tunnel, scented Air Wick print brochures were handed out by a promotions team. Consumers could smell the Purple Blackberry Fig fragrance again by touching or rubbing the brochure to release the scent. The brochure offered 20% off the Air Wick Multicolour Black Edition candle, redeemable at Woolworths supermarkets.
Reed Pacific Media worked with Reckitt Benckiser and their agency, Momentum Worldwide, to deliver the fragrance experience for the Air Wick tunnel.