
INTRO
To launch their new Scent Boost Elixirs, Unilever executed an innovative campaign blending location strategy with sensory experiences.

STRATEGY
The campaign aimed to create a sensory connection with the audience, using creativity and experiential activations to highlight the products unique features. Two main pillars defined the strategy:
- High Visibility & Interaction: A busy Rathmines Bus Shelter was chosen to attract attention and offer audiences an engaging, interactive display.
- Sensory and Emotional Appeal: A media-first collaboration with Headcase and the Grafton St flower sellers connected the fresh scents of the Boost Elixirs to positive emotions and brand affinity.

EXECUTION
Bus Shelter Takeover: In Rathmines’ busy main straight, we transformed a JCDecaux Bus Shelter into an interactive scent experience. The 6-sheet panel included buttons for passersby to sample the fragrances, while flowers atop the shelter grabbed attention and emphasised the product’s floral essence.
Grafton St Flower Stall Activation: Next, we took over a flower stall on Grafton Street to showcase the new product. The vibrant, floral, branded pop-up delighted passers by with its pleasant scents and colourful display. Product samples were offered, connecting fresh, uplifting scents of the range with positive emotions. This activation “heroed” the Comfort brand while creating an immersive and memorable experience tied to the new product line.