JC Decaux, a French company which specializes in urban furniture and outdoor advertising, has organized an innovative fragrance ad campaign for Armani by setting up an on-demand perfume diffusion system in five "abribus" or covered bus cubicle stations located at strategic places in Paris, Marseilles and Nice.
The campaign which takes place from July 7th to July 13th 2010 is also coordinated by Zenith Optimedia and L'Oréal Parfum...
The perfume being promoted is the latest Acqua di Gioia by Armani (here too), which is at the same time being launched according to more classical methods.
The company say that they use a system called "Urban Sens" which guarantees a perfect olfactory restitution of the scent.
The interesting technical part of this innovative approach is that this delivery system does not use any alcohol nor solvent. It uses dry air which gets air-pulsed - and not vaporized - through capsules containing a perfume concentrate, thanks to a mini ventilator which starts working as soon as someone presses the button.
Addresses where you can test the fragrance thanks to this method are:
in Paris: 128, rue de Rivoli, 75001; 139, rue de Rennes, 75006; 64, Bd Haussmann, 75009.
In Marselles: Place Gabriel Piéri
In Nice: 27, Avenue Jean Médecin
Last spring, I saw the same company using 3D-advertising for Lola by Marc Jacobs by showcasing a slim version of a classic department-store window display in their bus stations, which was filled with Lola plastic flowers and bottles.