Alerj Ambient Is this what you smell like? by Staff De Comunicacao

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Is this what you smell like?

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Industry Public awareness
Media Ambient
Market Brazil
Agency Staff De Comunicacao
Creative Director Neca Bohrer
Art Director Tatchie Machado E Marcos Becker
Copywriter Jorge Barros
Producer Enzimas Em Ação
Account Supervisor Daniela Autran
Released May 2013

Credits & Description

Advertiser: ALERJ, LEGISLATIVE ASSEMBLY OF RIO DE JANEIRO
Agency: STAFF BRASIL
Category: Best Use of Ambient Media: Small Scale
Advertising campaign: IS THIS WHAT YOU SMELL LIKE?
Producer: Enzimas Em Ação (Enzimas Em Ação)
Graphic Producer: Márcio Baptista (Staff Brasil)
Executive Creative Officer: Paulo Castro (Staff Brasil)
Copywriter: Jorge Barros (Staff Brasil)
Graphic Producer: Ronaldo Las Casas (Staff Brasil)
Advertiser's Supervisor: Luisi Carletti Valadão (Alerj)
Account Supervisor: Daniela Autran (Staff Brasil)
Art Buyer: Erika Ataide (Staff Brasil)
Art Director: Marcos Becker (Staff Brasil)
Account Manager: Rafaella Eyer (Staff Brasil)
Creative Director: Neca Bohrer (Staff Brasil)
Chief Creative Officer: Paulo Castro (Staff Brasil)

Execution
We used these perfume sample strips in an innovative, creative and effective manner. Instead of an agreeable aroma, the strips had a strong odor of tobacco – which caused those who smelled them to feel discomfort and displeasure. The channel that we used for this initiative was a famous shopping center in the city during a busy Sunday. Our marketing assistants distributed these strips in front of a perfume shop to stimulate the public’s curiosity.

Effectiveness
We were able to make part of the population of Rio de Janeiro aware of how disagreeable the smell of a cigarette is. We conducted our initiative during a Sunday in a busy shopping center. According to our data, an average of 20 thousand people circulate there every weekend. We managed to generate spontaneous media coverage through dozens of specialized internet sites. We reached our goal: we went beyond the shopping center and involved people from all over Rio de Janeiro, making people reflect on this polemic subject that is so difficult to approach.

Strategy
ALERJ, the Legislative Assembly of Rio de Janeiro, wanted to show smokers how unpleasant their smell is to non-smokers, thus promoting reflection on their part and hopefully leading them to stop smoking. Our target audience was the population of Rio de Janeiro in general, because being a government organization it has a relationship with every citizen within its borders. We came up with the unique idea of using the paper strips used to demonstrate the fragrance of perfumes to give people an idea of the ugly odor of cigarettes. This had never been done before. The use of this new media was relevant to the brand because we made people aware of how non-smokers feel when they’re beside smokers.