Scented Acquisition Campaign

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

Opportunity

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.