Background & Objectives
Comfort Scent Booster Elixir
In June 2024 Comfort, the Unilever fabric conditioner brand took over Outernet with a multi-sensory floral campaign. Designed to promote Comfort's new Botanicals range, the experience featured anamorphic 3D visuals of cascading petals and blossoms that enveloped visitors to Outernet's Now Building using the floor-to-ceiling immersive screens.
3D visuals
Anamorphic visuals of cascading blossom
Research
Campaign evaluation by 2CV
Scent delivery
See and smell the experience!
The Solution
High impact visuals, scent and experiences worth sharing
Anamorphic 3D visuals of cascading petals and blossoms enveloped visitors to Outernet's Now Building using the floor-to-ceiling immersive screens.
The Manual agency created an array of interactive, 'Insta-worthy' elements, such as a phone box that transformed into a disco at the push of a button, a bed surrounded by flowers and a bus stop featuring flower-festooned swings. Samples of Comfort's products were available for attendees to take home. Meanwhile, Comfort's immersive video creative appeared on all of Outernet's screens. Londoners and visitors to the capital were encouraged to share their experiences via social media.
In The Now Building, a multi-sensory immersive digital flower show enveloped visitors to Outernet.
The Manual agency created an array of interactive, 'Insta-worthy' elements including a bed surrounded by flowers.
Results
A 'mesmerizing' launch activation
According to research by 2CV the experience was successful in attracting the target audience; delivering new product launch messaging and driving a strong call to action to purchase, with the full takeover event working best to communicate the finer details.
94%
Visitors experienced a mood lift
8 out of 10
Experienced a strong call to purchase
“One of the most mesmerizing launch activations for our Comfort brand in the UK.”
Nhan Pham, Senior Global Marketing Lead at Unilever