Scent used to push BMW products

BMW Canada is now using scent to sell financial products. Yup, you heard this right! In a rare and unusual display of originality and invention (not diametrically antithetical to the digitalised notions of scent use we had introduced on these pages the other day) BMW Financial Services under its Canadian agency of record, Candari, has produced an autoshow handout card that looks like magazine scent strips.

"Joy" is the brand's global platform tagged in the ad as "Joy is the scent of a new BMW". The recipient can open the fold-over tab which then releases a leather aroma, produced by New York-based scent marketing company Scentisphere. The concept was introduced in last week's Montreal International Autoshow.
According to Marketingmag.ca: "It was important for the ad to be 'visceral' because financing isn't as interesting a topic to car show visitors as new engines or designs, said Brent Choi, chief creative officer at Cundari. 'They're not as interested in purchase options, but we wanted to continue the BMW allure and excitement', despite the unglamorous nature of the product".

Expect to see it distributed at the Toronto International Autoshow in February, and again at the Vancouver International Autoshow in March.

Related reading on Perfumeshrine: Digital Scents & Teleolfaction