To find great sensory branding examples, you can’t go past the travel and tourism industry as they have all the right physical touch points and a captive audience.
However their ability to play with sight, sound, taste, smell and touch doesn’t always come in the most expected ways. Here are 5 great examples that are anything but common…
1. Calming Scent
Singapore Airlines is famous for its signature aroma called Stefan Floridian Waters. It is worn as a perfume or cologne by the cabin crew, is infused in the airplane interiors and blended into the hot towels provided before take-off.
The scent was designed using neuroscience to provide a calming effect and influence the pleasure centres of the brain that evoke positive memories.
2. Distracting Visuals
Dubai International Airport is soon to replace border controls with a virtual aquarium tunnel. Due to launch in 2018, passengers will enjoy a high-quality aquarium simulation encouraging them to look around at the different fish as they walk through the tunnel. At the same time, 80 security cameras and facial recognition technology will provide a dramatic increase in security outcomes.
3. Welcoming Taste
Travelodge UK has focussed on their customer experience over the last six years, finding ways to bring “Unbeatable value” to the budget hotel category. When you visit their Docklands location in Melbourne, the smell of fresh popcorn entices you into their foyer and the nostalgic buttery taste immediately creates a friendly accessible atmosphere throughout the check-in process.
4. Physical Touch
Hilton launched their new Five Feet to Fitness room category in May 2017. Designed for physical interaction, underfoot is a gym-style performance floor, each room has its own indoor bike and a Gym Rax training station with weights and medicine balls that you can’t help but pick-up. Plus, there are touchscreen tutorials including yoga workouts and meditation. And of course, massage therapists from their day-spa are on call if you pull a muscle.
5. Smart Sounds
QT Hotel in Sydney recognises the number of people in their lift and plays music to suit the mood – when you are all by yourself Elvis asks “are you lonesome tonight”, if there are two of you Bill Withers is singing “just the two of us” and when a large group steps in Lady Gaga is encouraging everyone to “just dance”.
Sensory Branding Offline vs Online
These are a few examples of offline sensory marketing, however, the real challenge comes when you want to incorporate this subconscious decision making and you don’t have a physical store or environment to play with. Read more about building sensory branding into your Digital Experience.