The Campaign

High-school students rely on pens every day for taking notes, solving problems, and writing essays. Using the strong, neurological connection between smell and memory, we turned pens into tactical memory tools by filling them with sprayable scents. Each pen was assigned a subject, and students were encouraged to spray their pens when they studied in order to create links in their memory between specific smells and specific subjects. As they studied regularly throughout the year, the smells would become strongly associated with subjects and memories. By exam time, students would be able to spray their pens, and trigger their brains to recall memories with clarity when they needed to the most.

Creative Execution

Students received a refined, leather pouch embossed with Monash University’s logo. Inside were five pens, each with a subject-name neatly printed on its side. Each pen also contained a small vial with a spray-cap. Within each of the vials was a different scent, which could be sprayed as a mist by pressing down on the cap. The five scents were selected for their distinctness from each other. This was done to ensure that smells wouldn’t be confused, and that memories could be recalled more clearly. Students also received a personalised letter and an instructional card within the pouch that explained Study Scents.

Results

We showed prospective students that Monash University were willing and able to help educate them, even before they were Monash University students. Interviewed students said that they felt as though Monash had their best interests at heart. Along with actively improving students’ study methods, Study Scents gave students a psychological boost, and made students feel as though they had a leg-up against the competition. In fact, 74% of recipients reported feeling less stressed during their exams.

We mailed DM packs to specially selected high-school students. These students were chosen for their academic capabilities, and were targeted as prospects that Monash could recruit in the following years. Along with our packs we included a personalised letter that encouraged students to sign up for enrolment information. A major aspect of Study Scents was making selected students feel like they’d been specially selected for their academic talent. This made direct a natural choice of media, as we could ensure we hit the audience we needed to.

Monash University is a sophisticated education brand, and as such, looks to attract talented high-school students to enroll every year. So, the University selected high-potential Year 12 students that they wished to eventually recruit. It was these students that were targeted with the Study Scents DM packs. The packs contained a letter with a call to action that encouraged students to register for enrolment information. It was the goal of Study Scents to help these individuals with their educational journeys, even before they’d enrolled at Monash – a relationship-building move that would separate Monash University from the competition in the minds of their targets.