The Febreze Car Campaign Morphs Smelly Transporters into Pleasant Ones
Meghan Young — May 23, 2012 — Autos
References: ogilvy & ibelieveinadv
Not to be confused with 'Transformers,' the Febreze Car campaign centers around transforming vehicles. Instead of changing into robotic semblances of humans, these cars morph from smelly transporters such as a garbage truck into a regular family sedans. By doing so, it shows that the once garbage smelling car has gained back its original scent--if not a better one.
The Febreze Car campaign was conceived and executed by Puerto Rico-based ad agency DLC / Ogilvy. Art directed by Jennifer Zierenberg and Francis Fernández with creative direction by Rafael Sepúlveda, the ad campaign is rather simple aside from the stages of transformations each car undergoes from the top of the poster to the bottom. It is a fun and youthful campaign.
The Febreze Car campaign was conceived and executed by Puerto Rico-based ad agency DLC / Ogilvy. Art directed by Jennifer Zierenberg and Francis Fernández with creative direction by Rafael Sepúlveda, the ad campaign is rather simple aside from the stages of transformations each car undergoes from the top of the poster to the bottom. It is a fun and youthful campaign.
Trend Themes
1. Transforming Vehicles - The concept of transforming vehicles for advertising purposes.
2. Scent Marketing - The utilization of scent for marketing campaigns.
3. Immersive Advertising - The use of interactive advertising to create an immersive experience for consumers.
Industry Implications
1. Automotive - Opportunity for car manufacturers to partner with brands and transform their vehicles for advertising purposes.
2. Consumer Goods - Potential for companies to incorporate scent marketing into their advertising campaigns.
3. Advertising - Disruptive innovation opportunity for advertising agencies to create immersive and interactive campaigns that grab consumer attention.
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