The people that got through the Mihai Bravu metro station between April 4 – May 4, had a surprise coming their way: an intense smell of fresh baked bread welcomed them at the access gates.
„The baker” behind the concept is the media agency Initiative that prepared a balmy gate for the promotion of the Lidl bakery.
The gate has been places right at the access metro points and flagged as well on the floor, both having Lidl branding. Moreover, a special system based on sensors that spread a smell of warm bread have tempted every traveler to enter the Lidl store in the Mihai Bravu area.
„Lidl is one of our partners that embrace the unconditional promotional ideas, so we succeeded in realizing together a special project on indoor/OOH with olfactory effect in order to attract the metro consumers directly in the store. Either we offered the passengers in the Mihai Bravo station childhood memories with this Proustian activation, either we’ve just made them desire the fresh bread, their reactions were positive and the results were on the same caliber,” said Anca Ionescu, account director – head of unit at Initiative.
Marian Costache, managing partner of MVcom / MULTIsensorial craftsman, said there is significant potential for campaigns using all the five senses.