Reed Pacific Media recently partnered with Foxtel and Mediacom to deliver a series of “Fresh Cut Grass” scented advertisements across multiple channels, to bring viewers closer to the English Premier League.
Adshel and JCDecaux bus shelter displays released the smell of fresh cut grass, and the sound of a crowd cheering, via a push-button activation.
On 18 August, readers again experienced the smell of fresh cut grass in the sports section of News Limited titles nationwide. The scented advertisement was featured in The Sunday Telegraph (NSW), Sunday Herald Sun (VIC), The Sunday Times (WA) and Sunday Mail (SA).
The ‘So close you can smell the grass’ campaign utilises Reed Pacific Media’s NewsScent™ technology. It has previously been used in mX Sydney, by clients such as Australian supermarket giant Woolworths.
Group director, implementation planning & investment at
Mediacom Jane Henderson said: “Partnering with News Corp Australia for this campaign has enabled us to truly bring our USP to life. Innovation in media doesn’t need to be complicated or arduous…. Our message literally leaps off the page.”
Foxtel’s executive director of sales and marketing Ed Smith said: “This is the time of year football fans feel most far away and that they are missing out. FOX SPORTS’ full coverage of the English Premier League is all about bringing fans closer to their game and their team.
“What better way to demonstrate this closeness than being so close to the game you love that you can smell the grass though, Sunday papers.
“Press is an important part of our communications mix and innovation is often neglected in print so I’m really proud of the work the team have done to bring this to life.”