Downy and Grey Group Hong Kong introduce “Scent by Downy” – text messages with a scent

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Downy.jpgText 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.

Downy2.jpgPartnering 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