Air Wick offered visitors to its Home is in the Air pop-up at Mall of America a personalized experience by using QR codes that tracked their preferences and fostered ongoing conversations about its newest product—the Air Wick Life Scents collection. Life Scents is based on technology that allows the fragrance to constantly change, so that at any moment it might smell different than it did the moment before. The pop-up, which ran from March 20 to 29, took the form of rooms curated by lifestyle experts around sensory experiences inspired by the Life Scents collection.
“This was about getting consumers to experience the fragrance,” says Gary Rizzo, senior brand manager at Air Wick. “They definitely understand it when we explain it, but when you experience it in real life that truly drives the understanding and people recognize it as a superior fragrance.”
Consumer research conducted by the brand indicates that fragrance plays a key role in a homemaker’s desire to create domestic environments, ranking right up there along with family photos and furniture. The pop-up reinforced that role in various showcases. The “joyful” living room, for example, featured Summer Delights, a fruity, floral fragrance along with design nuances such as pink colors and textural pillows and blankets. A “welcoming” kitchen offered the fresh scent of Mom’s Baking along with homey touches such as a recipe on a utensil container. Lifestyle experts also hosted scent-inspired workshops on home décor and DIY projects throughout the duration of the pop-up. Attendees also could try out the Air Wick Scent Decorator, an online tool that helps users create moods and environments for their homes.
Besides the decorative touches, each room contained several iPads that connected to a microsite. Once registered, visitors used the QR code to create a personal profile based on their preferences and the tips they saved as they progressed through the space. Afterwards, they received an email with a personal URL with their preferences. The QR codes also allowed for seamless integration on social channels where guests were encouraged to share via Facebook, Pinterest and Twitter via #homeisintheair. The codes also facilitate additional follow-ups with personalized messaging. “We know exactly what appealed to our visitors,” Rizzo says. “Instead of sending a generic message, like thank you for visiting, we are able to follow up with additional tips and ideas related to what they like.” Agency: Havas Impact, Chicago.
Photo courtesy: Wing Ta