Bloom developed  the campaign in collaboration with an NC marketing agency and Charlotte-based ScentAir, a scent marketing and branding company. Scents can be a powerful tactic; studies indicate that scent is tied closely to memory, according to the Scent Marketing Institute.

Bloom may be wise to try scent marketing:

• Tests show a 40% improvement in mood when an individual is exposed to a pleasant fragrance.

• People recall smells with 64% accuracy after a year. (Compare that to the visual recall of photos, which sinks to about 50% after about 3 months.)

Can passersby really smell the scent? It probably doesn’t matter as the billboard and concept itself has garnered much more attention than the product. Sometimes a little stunt marketing can go a long way.

Any readers seen or smelled it yet?

Image courtest obswhatsinstore.blogspot.com

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An argument could be made that Apple is possibly the savviest strategic communication agency out there. Despite cries that the iPad is just a bigger version of the iPod touch, that the lack of a camera was a deal-breaker, or its inability to run several applications at once, 300,000 units were sold on the first day of availability. Whether the iPad is truly a step towards the future of computing remains to be seen, Apple’s power to change the technology game is apparent:

• They know how to build buzz. Prior to the launch of almost every product they have released in the last 10+ years, Apple has had the tech and consumer world talking. When the iMac, iPod and iPhone launched, the anticipation was high.
• They don’t try to please everyone. Sure, the 1st generation of the iPad is missing a few features, but it still was snapped up quickly by consumers. No doubt a sales retention strategy, too. Draw consumers back to upgrade when the 2nd generation is released.
• They are a little snarky. Apple’s TV ads fuel the perception that PCs are old fashioned, slow and unhip. The tongue-in-cheek poke at the competition glues the tribe together.

The takeaway is that Apple knows its core user base, innovates and has a lot of fun building a quirky but successful brand.

Read more on the power of a brand.

Access a comprehensive review of the iPad here.

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Ha!

FloTV’s look back at pivotal world events of the last 50 years was a walk down memory lane that alternated between the sentimental, the sad, the inspirational and the shocking. The use of a remixed version of halftime performers The Who’s “My Generation” was a good choice, if a bit on-the-nose.  Well-done, this spot highlighted the importance of television in American’s shared cultural experience.

BoostMobile also dusted off a bit from days of yore and riffed on the ridiculous-even-then Super Bowl Shuffle from 1985.  It was clever – and everyone loves to see Mike Ditka make a little fun of himself.

Google’s spot was simple, like their service. It hit an emotional chord  highlighting the very ways viewers have likely used Google, positioning the search engine as a tool to navigate life.

KIA hit on childhood themes and sent a sock monkey, robot and friends on a wild road trip in a new Sorrento. A fun romp.

Meh

GoDaddy’s Danica Patrick “Too Hot For TV” spots are boring retreads of old ideas.

Sketchers went for the celebrity endorsement and hired football great Joe Montana to plug their shape up shoes. But he provided a voice-over only–a missed opportunity to link a fan favorite’s face to the product.

Animal themes may be reaching their saturation point – the Monster.com Fiddling Beaver spot fell flat.

Tell us about your hits and misses…

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