October 4th 2009
Mitsubishi’s scent marketing campaign
Mitsubishi’s ad agency, OMD, placed a fragrance ad in two major newspapers that simulated the leather smell that so many consumers associate with a brand new car. As a result, the Lancer Evo X sold out in two weeks and Mitsubishi’s annual sales increased 16% in a market that averaged a 20% decline. By giving prospective buyers an interactive, scent inducing experience, Mitsubishi caused consumers to relive the emotions attached to a new car and saw impressive results.
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