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The Experience Brands Weekly #196

The power of the senses

78% of Britons spend more time online than they do sleeping (Geberit, 2018). In the world of tech overload, we’re all looking for ways to escape, which is part of the reason we are seeing the rise of sensory experiences – experiences that engage more than one of our senses and take us away from our screen-gazing.

When it comes to campaigns, engaging multiple senses can be a powerful tactic – media that appeals to more than three senses at a time can increase brand impact and engagement by more than 70% (Martin Lindstrom, 2017). We are 100 times more likely to remember something we smell over something we see, hear or touch and nearly 75% of all emotions generated every day are created through smell (Mood Media). If you want to connect emotionally with consumers and deliver an experience they will remember, smell may be the key.

 

 

As more brands use the power of senses in their campaigns, we’ve picked three of our favourites so far:

Cartier’s Cloud

In a campaign for their L’Envol perfume (which means flight) Cartier created a glass cube that contained an actual cloud at the Palais de Tokyo in Paris. Only accessible via a single staircase, as you emerged from the fog you could smell the perfume above the clouds.

 

 

Miller Harris Canary Wharf

This year Miller Harris launched a new concept store which lets you hear and feel fragrances as well as smelling them before you purchase. Each scent is matched with an individual soundscape and texture to create a more immersive discovery experience.

 

ebookers.com Sensesational

Choosing which holiday destination to visit can feel overwhelming, so ebookers.com are helping you narrow your choices by engaging more than just your eyes. They have created a unique holiday choosing tool, using eye-tracking and sound to help you find your perfect trip. The site takes you through a number of impression cards – images and soundscapes of different locations, food, activities – and using your webcam analyses your gaze and micro-impressions to see your favourites. This puts you into one of four travel tribes and suggests destinations you might like – give it a go here.