News Corp Australia used scented stock on its daily state-based metro titles this morning to launch its latest promotional campaign – a simple idea that requires a lot of work behind the scenes.
More than 800 000 newspapers from six mastheads have been infused with the scent of buttered popcorn to launch the family movie collection promotion, and are expected to reach more than 3.5 million readers.
Scenting a newspaper is a long process for printers, taking almost 30 hours to complete. The publisher used eight presses at six printing sites for the mammoth task, which combined 200kgs of popcorn scent with 313kgs of ink and 147.6 tonnes of paper.
To highlight the process, News Corp is created a behind the scenes video.
The purpose of the campaign is to link the nostalgic and memorable smell of popcorn with the new movie deal.
“We wanted to use the scent of popcorn to evoke a sense of nostalgia and fun with parents, grandparents, aunties and uncles around the country,” said Tony Phillips, News Corp Australia’s chief marketing officer.
“As the aroma of popcorn is synonymous with movie viewing, it is a great way for people to make an emotional connection with our campaign and our products.
“It’s example of how newspapers stand out as a great sensory advertising medium, helping consumers cut through the clutter and deliver smart, relevant messages in a highly entertaining way.”
The campaign will run across The Daily Telegraph, The Courier-Mail, The Advertiser, the Herald Sun, the Mercury and NT News.