Fragrance Pairs by Wirz Werbung Zurich for Marionnaud

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Fragrance Pairs

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Industry Perfumes, Business equipment & services, Corporate Image
Media Design & Branding
Market Switzerland
Agency Wirz Werbung Zurich
Executive Creative Director Philipp Skrabal
Art Director Barbara Hartmann
Copywriter Marietta Mügge
Released May 2012

Awards

Clio Awards, 2013
Design Direct Marketing Silver

Credits & Description

Media: DM
Category: Health & Beauty
Agency: BBDO
Brand: Marionnaud
Geo: Europe, Switzerland
The only memory game without pictures.
Marionnaud, one of Europe’s largest perfume retailers, celebrated “10 years’ expertise in fragrance”. For the jubilee we created a very special staff incentive: the first Memory game without pictures. The cards had been finished with a fragrance coating. When rubbed, the cards released the scent of ingredients used in perfume manufacture. Rub and sniff: that was the only way to identify the pairs – but no problem for Marionnaud professionals.
Advertising Agency: Wirz/BBDO, Zurich, Switzerland
Executive Creative Director: Philipp Skrabal
Art Director: Barbara Hartmann
Copywriter: Marietta Mügge
Published: October 2012
Execution
With the Memory fragrance game, we created a world-first: a Memory game that worked without pictures. As with a perfume, the images are created in the head through the sense of smell. The Memory game enabled Marionnaud’s senior employees to discover their own expertise in fragrances for themselves and motivated them for the upcoming jubilee year.

Outcome
The unusual give-away was very enthusiastically received. Within the company, it was the number one topic of conversation and encouraged members of staff to solve the fragrance memory game together. In a year packed with promotions it served as additional motivation and boosted enthusiasm for the jubilee.

Implementation
As a staff incentive we developed a special kind of Pairs game: the first Memory where there was nothing to be seen, but all the more to smell. In the unique Pairs game you match up the pairs by smelling them. The cards, which had a fragrance coating, released the scent of ingredients used in perfume when rubbed. For example rose, musk, vanilla, lavender and so on. Rub and sniff: that was the only way to identify the pairs. No problem for Marionnaud professionals.

Client Brief Or Objective
Marionnaud, one of the largest perfume retailers in Switzerland, celebrated its jubilee “10 years’ expertise in fragrance”. The task was to develop a staff incentive for demonstrating employees’ expertise at identifying fragrances. Also it should be a thank-you for their daily contribution to customer satisfaction and boost enthusiasm for the jubilee.