New App Smell

To launch TAB's new app we came up with the idea of giving the new app and all it's features a smell. This had never been done before so we had a lot of fun convincing Australians of it's amazing scents.

New App Smell was a fully integrated campaign: 60, 30s, 15s, 6s TVCs; OOH; Radio; Activations; fake online forums with people discussing whether it smells.. and so, so much more. We even got Tom Kuntz out to Australia to shoot it for us.