In India summers are equivalent to Mangoes, nobody can ever resist the nostalgia evoked by the smell of mangoes, and Swiggy Instamart knew this too well. The latest ad by the quick commerce platform utilizes the power of sensory marketing by inviting the audience to “smell” the image of the farm-fresh mangoes.
Sensory Marketing
The campaign gives out a multi-sensory experience(Olfactory Marketing), with the headline “Read this ad with your nose” and visual marketing by the image of fresh mangoes that tempt readers to imagine the sweet, tropical summer fragrance of mangoes. As the readers turned the page, they saw a range of mangoes listed with a QR with discounts which tempted the readers to order from Swiggy Instamart.
Ashwath Swaminathan, CGMO, Swiggy highlights the sensory experience in his statement, "With this campaign, we wanted to go beyond traditional advertising and create a sensory experience that ignites the senses and brings the joy of mango season directly to our customers. By tapping into the powerful concept of Synesthesia, we can evoke the essence of fresh mangoes, but also help users fix their cravings in an instant by ordering on Swiggy Instamart."
Benefits of Sensory Marketing:
Stronger Brand Associations: Sensory stimuli can create strong and lasting associations with a brand.
Impulse Buying: Engaging multiple senses can trigger emotional responses that lead to intense cravings which leads to an impulsive buy.
Positive Emotional Responses: Sensory stimuli can evoke positive emotions, creating a more favorable perception of the brand and creating emotional connections with consumers.
Word-of-mouth Marketing: Unique and enjoyable sensory experiences are more likely to be shared by consumers, leading to word-of-mouth marketing and increased brand exposure.
In conclusion, sensory marketing uses the power of numerous senses to create immersive and memorable consumer experiences. Brands may create stronger emotional connections, increase brand memory, and differentiate themselves in a cluttered marketplace by appealing to sight, sound, smell, taste, and touch. Swiggy here used newspaper advertisements which have long been a staple in the marketing and communication businesses to reach a broad audience. Despite the rise of digital media, newspaper ads remain effective due to their tangible nature and the credibility associated with print media. They cater to a diverse demographic, making them a versatile option for targeting various market segments.
If you want to reach your target audience through innovative newspaper advertising, then Excellent publicity can help you achieve your objective. For more such advertising news, stay in touch with us.