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城市的气味 2
案例简介：这个想法是创建一个有转折的旅行社。你可以通过一个简单的过滤器: 气味，而不是通过 Tripadvisor 选择你的目的地，或者通过看图片，或者在 Facebook 上询问你的朋友。旅游业务最常使用图像来激励人们购买机票和旅行。但最近，欧洲目的地的形象被危险和消极所劫持。恐怖袭击，真实的和想象的。我们的策略是完全绕过图像，使用一种更让人回味的气味: 气味。我们在 Thalys 网络上研究了来自目的地的数百种标志性气味，并将它们整合到一个临时旅行社中。这种气味是由巴黎的 Drom 实验室制造的，被浸泡在 720 独特的金属管中的珠子中。每根管子上都有一个号码，对应于巴黎、科隆、阿姆斯特丹和布鲁塞尔四张地图之一的目的地。与装置互动的人，找到他们喜欢的气味，然后去地图，发现气味对应的地图和目的地。气味从割草到宣传科隆的科恩足球俱乐部球场，到宣传阿姆斯特丹色情博物馆的乳胶，再到宣传巴黎即将到来的东区的新鲜面包。主持人在现场帮助人们预订促销门票。
城市的气味 2
案例简介：The idea was to create a travel agency with a twist. Instead of choosing your destination through Tripadvisor, or by looking at images, or by asking your friends on Facebook, you would choose your destination via one simple filter: scent.The travel business most often uses images to motivate people to buy tickets and travel. But in recent times, the image of European destinations have been hijacked by danger and negativity. Terrorist attacks, real and imagined. Our strategy was to bypass images altogether and employ a scent perhaps even more evocative: scent.We researched hundreds of iconic scents from the destinations on the Thalys network and incorporated them into a temporary travel agency. The scents, created by Drom Laboratory in Paris, were soaked into beads that were housed in 720 unique metal tubes. Each tube had a number on it, which corresponded to a destination on one of four maps of Paris, Cologne, Amsterdam and Brussels. People who interact with the installation, find the scents that they liked, and then go to the maps and discover which maps and destinations the scents corresponded with. The scents ranged from cut grass to promote the FC Koln footballs stadium in Cologne, to latex to promote the Erotic Museum in Amsterdam, to fresh baguette to promote the up and coming east district in Paris. Hosts were onsite to help people book promotional tickets.
Scents of the City 2
案例简介：这个想法是创建一个有转折的旅行社。你可以通过一个简单的过滤器: 气味，而不是通过 Tripadvisor 选择你的目的地，或者通过看图片，或者在 Facebook 上询问你的朋友。旅游业务最常使用图像来激励人们购买机票和旅行。但最近，欧洲目的地的形象被危险和消极所劫持。恐怖袭击，真实的和想象的。我们的策略是完全绕过图像，使用一种更让人回味的气味: 气味。我们在 Thalys 网络上研究了来自目的地的数百种标志性气味，并将它们整合到一个临时旅行社中。这种气味是由巴黎的 Drom 实验室制造的，被浸泡在 720 独特的金属管中的珠子中。每根管子上都有一个号码，对应于巴黎、科隆、阿姆斯特丹和布鲁塞尔四张地图之一的目的地。与装置互动的人，找到他们喜欢的气味，然后去地图，发现气味对应的地图和目的地。气味从割草到宣传科隆的科恩足球俱乐部球场，到宣传阿姆斯特丹色情博物馆的乳胶，再到宣传巴黎即将到来的东区的新鲜面包。主持人在现场帮助人们预订促销门票。
Scents of the City 2
案例简介：The idea was to create a travel agency with a twist. Instead of choosing your destination through Tripadvisor, or by looking at images, or by asking your friends on Facebook, you would choose your destination via one simple filter: scent.The travel business most often uses images to motivate people to buy tickets and travel. But in recent times, the image of European destinations have been hijacked by danger and negativity. Terrorist attacks, real and imagined. Our strategy was to bypass images altogether and employ a scent perhaps even more evocative: scent.We researched hundreds of iconic scents from the destinations on the Thalys network and incorporated them into a temporary travel agency. The scents, created by Drom Laboratory in Paris, were soaked into beads that were housed in 720 unique metal tubes. Each tube had a number on it, which corresponded to a destination on one of four maps of Paris, Cologne, Amsterdam and Brussels. People who interact with the installation, find the scents that they liked, and then go to the maps and discover which maps and destinations the scents corresponded with. The scents ranged from cut grass to promote the FC Koln footballs stadium in Cologne, to latex to promote the Erotic Museum in Amsterdam, to fresh baguette to promote the up and coming east district in Paris. Hosts were onsite to help people book promotional tickets.
城市的气味 2
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Scents of the City 2
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基本信息
- 广告战役： #Scents of the City#
- 广告品牌： Thalys
- 发布日期： 2017-05-01
- 行业领域： 出行工具 , 汽车/工具
- 媒体类别： 海报/平面
- 广告语言： 法语
- 媒介平台： 网络
- 获得奖项：
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