Local Agency Unleashes Revolutionary Scent-Based Marketing, Public Pretends to Care
AUCKLAND, New Zealand — In a bold move to disrupt an industry already distracted by its own jargon, North Shore digital agency Nimbus & Co. has announced the launch of ‘Olfactelligence’, billed as Aotearoa’s first scent-based omnichannel marketing platform.
Speaking from the agency’s converted Grey Lynn shipping container office (one of those ones with plants on the exterior and a bespoke kombucha tap inside), Creative Technology Catalyst Brooke Jenkins says the concept emerged during a three-day silent strategy retreat in Waiheke. 'We were burning palo santo and someone said, what if brands had a signature smell?' Jenkins explained while rearranging the rock garden on her standing desk.
Their first client? A boutique sparkling water startup with four Instagram followers and a mission to “hydrate with intention.” The campaign, debuting next week across yoga studios and dog-friendly cinemas, will release a scent described as ‘dewy limestone with undertones of generational wealth’ every time the word “refreshing” is mentioned aloud in the vicinity. A limited-edition nasal influencer kit will be sent to 13 hand-picked micro-thoughtfluencers in Te Atatū Peninsula.
While inside the agency, reaction has been euphoric, with strategist Jordan (surname redacted, legally) calling it ‘the most engaging non-visual funnel anchor we’ve ever actioned’, the public response remains tepid. One passerby, when asked to sniff a test ad in Newmarket Westfield, said, 'Smells like someone left the fridge door open. But OK.'
Nimbus & Co. is already in talks to expand Olfactelligence into VR spaces, senior living complexes, and unexpectedly, the Helensville RSA.
Speaking from the agency’s converted Grey Lynn shipping container office (one of those ones with plants on the exterior and a bespoke kombucha tap inside), Creative Technology Catalyst Brooke Jenkins says the concept emerged during a three-day silent strategy retreat in Waiheke. 'We were burning palo santo and someone said, what if brands had a signature smell?' Jenkins explained while rearranging the rock garden on her standing desk.
Their first client? A boutique sparkling water startup with four Instagram followers and a mission to “hydrate with intention.” The campaign, debuting next week across yoga studios and dog-friendly cinemas, will release a scent described as ‘dewy limestone with undertones of generational wealth’ every time the word “refreshing” is mentioned aloud in the vicinity. A limited-edition nasal influencer kit will be sent to 13 hand-picked micro-thoughtfluencers in Te Atatū Peninsula.
While inside the agency, reaction has been euphoric, with strategist Jordan (surname redacted, legally) calling it ‘the most engaging non-visual funnel anchor we’ve ever actioned’, the public response remains tepid. One passerby, when asked to sniff a test ad in Newmarket Westfield, said, 'Smells like someone left the fridge door open. But OK.'
Nimbus & Co. is already in talks to expand Olfactelligence into VR spaces, senior living complexes, and unexpectedly, the Helensville RSA.