We all know smell is the greatest trigger for memory so naturally a Nescafe campaign centred around memories and the past will utilise 4D cinema in an Australian first.
Imagine yourself sitting in a cinema and then the smell of coffee is pumped into your surrounds. That’s sure to grab your attention. And that is the latest Nescafe campaign, which uses ’4D’ technology to incorporate scent in its cinema execution.
It’s a great tie-up as the Nescafe campaign is attempting to leverage its heritage of being, it claimed, a loved institution and the creative itself is focused on memories.
Nestle head of marketing for beverages Camille Meylan said: “It’s easy to forget, with our obsession with social media and technology, the value of a simple, human connection. Catching up over a cup of Nescafe Blend 43 is an Australian institution and just as relevant and powerful today, perhaps more so. It was important to recapture the essence of the brand and the reason why it is so loved as a market leader.”
The cinema ‘smell-o-vision’ was organised through Val Morgan and it will be pumped into select Hoyts theatres in Sydney and Melbourne in Wolverine screenings from the end of July. The technology has already made its debut in other markets such as the United Kingdom.
The main thrust of the campaign will be TV ads, developed by Publicis Mojo. ZenithOptimedia handled media. Publicis Mojo chief executive Joe Pollard said: “Nescafe Blend 43 and the distinctive red cup has been loved for generations. It made sense for us to show the connections the brand has helped foster between these generations, to tug at the heartstrings and reignite the love affair. We worked hard to find Mark Wilkinson, a local Australian musician, to record a bespoke piece for us to enhance the overall story.”
Reed Pacific Media partnered with Val Morgan and Publics Mojo to develop the fragrance and deliver a sensory experience to movie goers. It was a truely a regional first for Reed Pacific Media, Nestle and Val Morgan.