London Debut for Noisy, Smelly Billboards

London-based CURB Media has launched what it describes as the UK's first 'sensory out-of-home division' (SOOH), which will enable advertisers to embed scent, sound and taste into their billboards to increase recall and mood by triggering emotions.

CURB describes itself as a 'natural media company', which innovates ways for clients to communicate using entirely natural and sustainable materials. The agency is initially offering its new SOOH system to billboard specialist Clear Channel's media network, to enable advertisers to run multisensory ad campaigns.

According to the firms, major retailers are already using multisensory techniques to influence mood and engage customers on an emotional level, citing examples that include fast food restaurants playing in-store music at a faster speed, in order to increase the rate at which diners eat.

Through the network, brands will be able to use surround-sound billboards that also deliver scent in a way that CURB founder Anthony Ganjou believes can both influence consumers' moods and trigger a wide range of emotions.

'Did you know that the nose is responsible for triggering approximately 75% of daily emotions?' Gangou asks. 'The scientific evidence in favour of multisensory communication is compelling, and we can now offer the technologies, methodologies and expertise across Out-Of-Home, event and experiential that have been retail's best kept secrets for the past couple of decades.'

Web sites: www.curbmedia.com and www.clearchannel.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.