Downy: Scent by Downy by Grey Group

Agency: Grey Group
Client: Downy
Date: Jan 2018
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Text messaging is often read as cold and is toneless. In commemoration of the brand’s foray into China, Downy introduced: Scent by Downy.

Because scent triggers emotions and Downy Unstoppables is one of the most popular in-wash fragrance beads, the brand found a way to communicate and introduce these scents in one of the most popular forms of communications – text messaging.

Partnering with a digital scent technologist in Japan, Downy chose 100 frequently texted words. These act as keywords to trigger one of the 3 scents built into the device. Simply download the app and connect your phone with the device through Bluetooth to send a text that triggers a scent.

Credits

Grey Group

Anjali Jain. SVP, Regional Business Director

Desmond Li, Senior Account Director

Christy Leung, Account Executive

Michael Knox, Chief Creative Officer

Christopher Lee, Group Creative Director

Jeffrey MC Wong, Associate Creative Director

Jackie Wong, Associate Creative Director

Ealon Li, Associate Creative Director

Jeffrey Wong, Art Director

Rachel Lao, Art Director

Huma Qureshi, Regional Director, PR & Corporate Communications

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