Downy and Grey Group Hong Kong introduce “Scent by Downy” – text messages with a scent
Text messaging is often read as cold and is toneless. In commemoration of the brand’s foray into China, Downy introduced: Scent by Downy.
Because scent triggers emotions and Downy Unstoppables is one of the most popular in-wash fragrance beads, the brand found a way to communicate and introduce these scents in one of the most popular forms of communications – text messaging.
Partnering with a digital scent technologist in Japan, Downy chose 100 frequently texted words. These act as keywords to trigger one of the 3 scents built into the device. Simply download the app and connect your phone with the device through Bluetooth to send a text that triggers a scent.
Credits –
Anjali Jain. SVP: Regional Business Director
Desmond Li: Senior Account Director
Christy Leung: Account Executive
Michael Knox: Chief Creative Officer
Christopher Lee: Group Creative Director
Jeffrey MC Wong: Associate Creative Director
Jackie Wong: Associate Creative Director
Ealon Li: Associate Creative Director
Jeffrey Wong: Art Director
Rachel Lao: Art Director
Huma Qureshi: Regional Director, PR & Corporate Communications