McCain targets the senses

In a media first, the bus shelters will dispense promotional vouchers enabling consumers to trial McCain’s latest product.
The multi-format Outdoor campaign was booked with JCDecaux by PHD and Hyperspace at Posterscope and will include ten fully-wrapped bus shelters specials, fitted with 2-feet high, fibre-glass potatoes. The creative was by BMB.
When consumers touch the potato, a hidden heating element will gently warm the potato and release the alluring aroma throughout the bus shelter. JCDecaux Innovate worked with a specialist scent lab for three months to match the scent of the perfect McCain jacket potato.
In a media first, a voucher dispenser was developed for the campaign, redeemable in major multiples.
PHD said, “In the chilly month of February, these Outdoor specials are really going to stand out – bringing the warm, tasty fresh-baked smell of jacket potatoes to the consumer. These Outdoor specials will make people feel like already they know how the potato will look, smell and taste while the voucher will encourage trial of the product.”
Spencer Berwin, Managing Director – Sales at JCDecaux said, “McCain is using touch, smell and sight to create a 360 degree experience of ready baked jackets on the street. The voucher dispenser is a media first and is a hugely exciting step for JCDecaux, enabling brands to prompt purchases and interact directly with consumers on the street. ”
The Outdoor campaign will target people on the go, with roadside 6-sheets, large format billboards and point-of-sale 6-sheets via JCDecaux at Tesco, ASDA, Morrisons and Waitrose. Digital Outdoor will reach commuters with tailored messaging on formats including Transvision screens in train stations.