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Scented Acquisition Campaign

Related Success Stories: | Financial Services | High Impact Direct Mail


A large financial services client approached JohnsByrne for a scent solution for their upcoming acquisition campaign to increase response rates and drive ROI. The plan was to test market for their fall acquisition envelopes.

Scent Innovation Solution

  • JohnsByrne worked with the client to evaluate the use of standard and custom scents.
  • The evaluation included the use of scratch & sniff on the outside envelope and an ambient coating on the inside envelope.
  • Upon evaluation, the client chose to use the consumer activated scratch & sniff in a pumpkin spice scent on the outside of the envelope.

The Result

As part of the campaign, a test run using scented and unscented envelopes. The scented outer envelope design uses a bold Scratch & Sniff callout for the full scent of fall. The envelopes also feature a matte & gloss finish and embossing for a tactile as well as sensory consumer appeal. The OE was the first approved use of scent.

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