For OÜI FM, rock isn’t just music, it’s also about the unusual stories the songs themselves often tell. So, on the anniversary of the death of Kurt Cobain’s, author of the iconic track Smells like Teen Spirit, OÜI FM decided to explain the story behind one of greatest misunderstandings in rock history with an olfactory poster: THE POSTER THAT SMELLS LIKE TEEN SPIRIT. The first poster in the world, which lets people actually smell a rock track.

Thanks to the olfactory expertise of François Robert, Chairman of the laboratory Quintessence and professional nose, we recreated the exact fragrance of Teen Spirit® and impregnated a limited series of 100 olfactory posters telling the story behind Kurt Cobain’s iconic track. With the aid of a unique printing process in France, used by major perfumers, the fragrance is released without you actually having to touch the paper. And, most importantly, it remains active for several weeks at a time. Each poster is a unique object. They were accompanied by a hand-made PR kit and sent out to influencers and journalists from the world of rock.

With a very low media budget, OÜI FM was able to reaffirm its position as the number 1 rock radio station in France. On April 5th, the anniversary of Kurt Cobain’s death, OÜI FM sent the posters to a panel of selected influencers. 90% of them shared the experience with their communities. OÜI FM also placed the posters in a selection of rock venues around Paris, such as LE RÉSERVOIR, LE DIVAN DU MONDE, LE POINT ÉPHÉMÈRE, LA BELLEVILLOISE… and offered them on air as prizes to OÜI FM listeners. On April 5th, OÜI FM reminded people that the best way to discover rock music, is still by listening to a rock radio station.