Title | A RETURN JOURNEY THROUGH SCENT |
Brand | CATHAY PACIFIC |
Product / Service | AIR TRAVEL |
Category | D02. Data-driven Targeting |
Entrant | McCANN SYDNEY, AUSTRALIA |
Idea Creation | McCANN SYDNEY, AUSTRALIA |
Media Placement | UM Sydney, AUSTRALIA |
PR | FLEISHMANHILLARD AUSTRALIA Sydney, AUSTRALIA |
Production | McCANN SYDNEY, AUSTRALIA |
Name | Company | Position |
---|---|---|
Pat Baron | McCann | CCO |
Jerker Fagerstrom | McCANN | Executive Creative Director |
Adam Lee | McCann | Managing Director |
Nicole Gardner | McCann | General Manager |
Jonathon Shannon | McCann | Copywriter |
Long Truong | McCann | Art Director |
Leah Elder | McCann | Account Manager |
Will Craven | McCann | Account Executive |
Colin Tuohy | McCann | Head of Broadcast |
Matthew Flinn | McCann | Senior Editor |
Charlie Bruton | McCann | Head of Digital |
Stacey Szabo | McCann | Digital Producer |
Terry Chisolm | McCann | Head of Craft |
A return journey through scent - most travel memories tend to get stuck on phones and social media. Neuroscience has proven that the best way to evoke a memory is to use the sense of smell, transporting you faster than any airline to that time and place. So, we gave people a chance to re-live their travel memories more vividly than ever before with bespoke perfumes made from their individual social data. With unique designs delivered and a personalised note describing their return journey through scent consumers were transported back through senses and memory. With return journey through scent we now know exactly what data smells like.
By breaking down tourism metadata of 600,000 Australian travellers, we were able to assign each memory a key scent such as teahouses, flower markets, temples and spices, opening up infinite possibilities of fragrance combinations. Then collecting data from passengers’ social media, geo-location information, and using image recognition software we recreated an exact scent profile of the memories from their time in Hong Kong. By utilising PR and media, we created a whirlwind of hype that reached over 80% of the population. Throughout course of 4 months, we made 10,102 bespoke fragrances and distributed them on select flights and to lucky social media users, connecting Cathay and Hong Kong in the minds of all Australian travellers.
• 10,102 bottles of Hong Kong memory fragrances • 82% media and PR reach of the combined Australia/Hong Kong population • User generated content reached 94% of the 2.6 million annual passengers on the route. • Over 500,000 likes, shares, comments, and engagements in social media and on social content. • The equivalent of every passenger on 1.407 Boeing 777’s interacting with our campaign.
A return journey through scent was specifically built around developing and nurturing meaningful experiences with individual customers. Each scent was custom built with data to invoke select memories and emotions with the individuals, whether it was hiking in the mountains, or wandering through the spice markets. We now knew exactly what data smells like, and Cathay Pacific could speak to consumers in a way that had never been done before.
The sense of smell can take you places faster than any airline. Cathay is Hong Kong’s flagship home airline, so we needed to show Australian travellers that only Cathay could deliver truly authentic Hong Kong experiences and memories. As Cathay Pacific had fallen off the consideration set, we needed a conversation starter that firmly connected Cathay Pacific and Hong Kong in the minds of Australian travellers.