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Sensory marketing that grows on you
Wednesday, 29th February 2012 at 9:14am
CURB uses attention-grabbing media such as chalk advertising or bespoke interactive productions where the individual acts as an instrument for creating the experience or message - pedal to charge your phone or dance to make the music louder! CURB also uses natural media which they tailor to their clients’ briefs – to promote the movie Contagion they worked with a world renowned microbiologist to create an enormous Petri dish inoculated with mould, penicillin and Pantone-matched live bacteria. Over the span of a few days these grew into the movie title ‘Contagion’ (and yes, it went viral).
During the Multisensory Media demonstration TTT’s meeting room was filled with the scent of freshly-cut grass from the pitch of a well-known Italian Serie A football club. Unfortunately for CURB there were no football fans in the meeting to appreciate this particular experience; nevertheless we were amazed at how particular they can be with creating scents and sounds. We found out that specific scents can be used to change an emotion as well as perception of time and environments.
CURB has also developed a technique to package the scents in a way that is sustainable and fun. We enjoyed the experience of small customizable pouches that released a lovely scent with just one squeeze – some of the scents included the smell of chocolate truffles or red roses (a note to all men – do not use as a substitute for a gift).
CURB uses entirely natural or sustainable materials that are recycled after they’ve been used. If that is not possible, the materials are upcycled; for example a huge poster of Michael Jackson’s album next to Heathrow airport was made out of plastic that was later upcycled to mobile phone cases and various other goods.
To find out more about their fun and innovative approach to Out-Of-Home media, PR and experiential marketing, visit www.curbmedia.com
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