More than just what you can see, multi-sensory marketing is a strategy that also engages your sense of smell, touch, and even sounds to create an immersive brand experience. It’s a strategy that taps into the emotional connection consumers have with brands through their senses.
As studies have shown, multi-sensory marketing can significantly boost brand awareness. It can help brands gain a more loyal fan base, and ultimately rack up more sales.
Johnnie Walker, a world-renowned whisky brand, understands the power of sensory engagement. Recently, they unveiled a captivating multi-sensory experience at Singapore’s Changi Airport Terminal 3, centred around their Johnnie Walker Blue Label Cities of the Future campaign.
For campaigns like this, the aim is to transport customers to a visionary Singapore in the year 2220. Here’s how they achieved this:
Feast Your Eyes on the Future
Johnnie Walker teamed up with a hotshot digital artist named Luke Halls to design a limited edition bottle. It’s not just your average bottle, though. This one features a mind-blowing illustration of Singapore in the year 2220. Think of towering, curvy buildings and these giant, dome-shaped structures. Pretty cool, right?
Touch the Future
But the bottle isn’t just a pretty picture. It’s actually interactive! Embedded in the label is a tiny chip that, with a tap of your phone, unlocks a whole digital world. Customers can explore this imagined Singaporean society firsthand – see how they live, and what their city looks like. It’s like having a mini time machine in your pocket!
Hear the Sounds of Tomorrow
When you step inside their special pop-up experience at the airport, get ready to have your mind blown. Surround sound technology throws you right into the heart of this future Singapore. Imagine the whiz of flying cars (because of course, there are flying cars!), the calming sound of waterfalls cascading through the city, and the general buzz of a thriving future civilization. Pretty immersive, wouldn’t you say?
Savour the Taste of Luxury
The star of the show, of course, is the Johnnie Walker Blue Label itself. Through specially designed tastings, you get to experience the whisky’s rich, complex flavours. It’s the perfect way to end your journey into the future – a taste of luxury that lingers long after you leave the pop-up.
In the End
Johnnie Walker’s multi-sensory campaign at Changi Airport is a prime example of how brands can leverage this powerful marketing technique. It’s not just about selling a bottle of whisky; it’s about creating a lasting memory and building a deeper connection with the brand.
Ready to Captivate Your Customers with Multi-Sensory Experiences?
If you’re a business owner looking to elevate your marketing strategy and stand out from the crowd, consider incorporating multi-sensory experiences into your campaigns. UCT (Asia) can be your partner in crafting unique and engaging experiences that will leave a lasting impression on your customers.
Our team of marketing experts can help you develop strategies that engage all five senses, from captivating visuals and evocative scents to immersive sounds and interactive experiences. Contact us today and let us help you unlock the power of multi-sensory marketing to propel your brand to new heights.
