Cancer charity uses scent and sound of sizzling snags in out of home campaign with JCDecaux

The familiar aroma of the Australian barbie is being used in a campaign to raise awareness – and money – for the Prostate Cancer Foundation of Australia.

The outdoor ‘Scentsational’ campaign, devised by JCDecaux in collaboration with Cloudmaker Consulting, is using tap and go technology along with scent and sound, to promote the charity’s annual Big Aussie Barbie.

Custom-built panels in Sydney’s Martin Place invite people to donate and emit the smell of a fried onion sausage sizzle and the sound of crackling snags when money is donated.

The panel also depicts a glowing image of a BBQ featuring animated hot embers.

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JCDecauz head of creative solutions, Alan Klein, said: “Outdoor is the only medium that can offer a fully immersive experience like this.”

Sarah Lowe, director, Cloudmaker Consulting, added: “Out-of-home provides the perfect opportunity to reach a larger audience, while also delivering a uniquely engaging activation that actively encourages instant donations to improve overall campaign effectiveness.

“Working together, we developed a fantastic result combining scent, sound, special printing and Tap and Go technology in a unique media first.”


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