Grey Advertising hongkong

Scent By Downy

Downy

hongkongOFFICES

  • Toggle Nav

    hongkong

    hongkongHKG

    Downy

    Scent By Downy Scent By Downy

    Case Study

  • CHALLENGE
  • INSIGHT
  • SOLUTIONS
  • FAMOUSLY EFFECTIVE
  • OVERVIEW

    To help launch Downy Beads in China, we created ‘Scent By Downy’ - a device that allowed people to send good smells to each to each other via a specially designed messaging app on their smartphone. 

  • Industry:
    Household Goods
  • Services:
    Advertising
  • Office:
    Grey Group Hong Kong
  • THE CHALLENGE

    Laundry drying outside windows in China is an iconic scene – but one that Downy played no part in before 2017. Traditional launch communications introduced the brand and category, but we needed a way to help people experience firsthand the benefit of good smells throughout the day.

    THE REALIZATION

    38,000,000,000 messages are sent in China each day. Messaging with smartphones is the dominant form of communication – so much so that people will talk to each other via WeChat when they’re sitting at the table next to each other. 

    THE SOLUTION

    While people rely on emojis to convey emotion, smell is a much more potent way to make someone on the receiving end of your message feel good. This observation inspired ‘Scent By Downy’ – a device that allowed people to send good smells to each to each other via a specially designed messaging app on their smartphone. 

    FAMOUSLY EFFECTIVE

    One device was sold every 1.5 minutes on TMALL until our entire stock was sold out. We were acknowledged for helping people share emotions with each other: ‘Consumers have always imagined sending messages alongside scents to convey deeper emotion. Now they can.’ - TrendHunter. And the international ‘sensory’ community even took notice: ‘Can Downy make more scent devices? We want one…’ – European Sensory Network.

    Work

    Filters Sort by
  • Sort by:
  • Case Studies
  • Most Awarded
  • Most Recent
  • Whisper Vava Whisper Whisper Vava Case Study
  • Pantene The Biggest Dryer in the World P&G Pantene The Biggest Dryer in the World Case Study
  • Wellcome The Shopper’s Voice Wellcome Wellcome The Shopper’s Voice Case Study
  • My Time For Hong Kong Tourism Board My Time For View
  • http://greycom-prd-slr.dev.aws.grey.com:8983/solr/collection1/select?q=*:*&fq=doc_type:Work&fq=site_root:hongkong&wt=json&facet.sort=count&facet=true&start=0&rows=6&group.limit=30&sort=work_date%20desc
    http://greycom-prd-slr.dev.aws.grey.com:8983/solr/collection1/select?q=*:*&facet.mincount=1&fq=doc_type:Work&fq=site_root:hongkong&wt=json&facet.sort=count&facet=true&facet.field=work_industry&facet.field=work_clients_name&facet.field=work_services&facet.field=work_solution_channel&group.limit=30&sort=work_date%20desc
    10.0.1.174