Combining physical scent experience and a medium that was able to transport the freshness to our target we created a scent-card placed in print surroundings that deal with a far-away world. We invited our target to smell the scent on the card and to participate in a raffle. She just had to describe the new Lenor Sumatra with her own words on the Lenor website. And so we created a new world in her fantasy.

The experiential, trial-inducing campaign was so successful that not only awareness of the Lenor Mystery variant was taken to a new level by +38%, but also value sales rocketed-high by ix 146. We enticed a tremendous 28,000 participants for a raffle: a record in a low interest category.