Could smell be the next frontier for capturing audience attention?
This summer, goodwipes and Quan Media Group are putting that question to the test with a multi-sensory out-of-home activation that transforms a stretch of LA’s Abbott Kinney Boulevard into an immersive brand experience.
Running from July 6 to August 5 as part of goodwipes’ “Scentsational Summer” campaign, the activation features a billboard that automatically releases a featured goodwipes scent every 30 seconds throughout the day.
Camouflaged within the rippled edge of the goodwipes pack, the fragrance diffuser is seamlessly integrated into the creative, which will rotate three times throughout the campaign to spotlight goodwipes’ bestselling Rosewater, Lavender, and Shea-Coco scents, with the fragrance changing alongside the artwork.
To extend the experience beyond the billboard, weekly “Scentsational Summer Sniff & Sample” pop-ups will take place every Friday in July. Supported by chalk stencils and directional signage around Abbott Kinney designed to drive foot traffic to the activation, the pop-ups are designed to introduce new audiences to goodwipes while giving the brand’s existing community a reason to come together to share an experience in real life.
Meredith Diehn, SVP, Marketing at goodwipes said: “goodwipes has always been about elevating an everyday essential, and this campaign brings that philosophy to life in a completely new way. Working with Quan Media Group has allowed us to push the boundaries of what OOH can do, creating a true hybrid of outdoor, experiential and community engagement in one. From discovering the fragrance on the street to sampling the product moments later, we’re creating an experience that allows us to surprise and delight both new consumers and our existing community of brand lovers. It’s unexpected, immersive, and distinctly goodwipes.”
Brian Rappaport, Founder & CEO of Quan Media Group added: “The brands that stand out today are the ones willing to rethink how people engage with marketing, and goodwipes has embraced that from the outset. This activation pushes beyond traditional awareness, transforming OOH into a richer brand touchpoint that consumers can see, smell, and interact with. It’s an exciting example of how ambitious brands are using the medium to create more memorable connections in the real world.”
