Our Ambition: Unlocking campaign impact through immersive, scent-driven experiences that deepen emotional connection

Publicis Sapient partnered with a global CPG leader seeking to move beyond traditional advertising by creating a pioneering sensory marketing experience that associates fragrances with emotional moments and breaks through the clutter by activating the often-underused sense of smell in advertising.

Scale and impact – near-term ambition:

The objective is to drive campaign impact for their FIFA sponsorship while establishing a scalable model for future global campaign activations.

The transformative solution visualized

Publicis Sapient partnered with Google for their market leadership in computer vision and AI product excellence, and for their specialized capabilities in data-driven marketing and experiential technology.

Scent-Driven Proof of Concept (POC) – Virtual Reality (VR) Simulation:

Developed an immersive VR football POC simulation that utilizes scent to amplify emotional engagement and brand storytelling.

Immersive Technology Suite:

Tapped into Google’s leadership and expertise to build a high-quality, multisensory experience that enhances realism, deepens emotional engagement, and elevates brand recall.

The Future business value opportunity

Our ambition is to pilot and prove the value of the transformational solution we have envisioned, then scale it to drive exponential business and consumer value through this cutting-edge sensory experience. The initial pilot will be designed to rigorously measure impact on brand visibility, emotional engagement, and consumer recall.

Enhanced Visibility:

Significantly increase brand visibility by reinforcing the company’s reputation for cutting-edge experiential innovation.

Strengthened Consumer Connection:

Leverage innovative technology to break through traditional advertising clutter by activating the sense of smell, creating immersive, emotionally resonant experiences during major global events, and building subconscious brand connections that drive future recall and purchase.

Proven, Scalable Activation Model:

Use learnings from the pilot to establish a repeatable, scalable activation model that can be applied to future initiatives, maximizing ROI and long-term value from the investment.

Sales:

Delivery & POC:

Manisha Guglani, Khushbu Varshney, Rishi Dhingra, Nikhil Malhotra, Vlad Panov and Daniel Merrett

Alliance BD:

Vertical:

Country:

Customer Profile:

Unilever PLC is a British multinational consumer goods company headquartered in London, United Kingdom. Unilever is one of the world’s largest fast-moving consumer goods (FMCG) companies, with a broad portfolio spanning food, home care, personal care, and beauty products sold in over 190 countries.