Downy and Grey Group Hong Kong introduce "Scent by Downy" - text messages with a scent

Downy.jpgText messaging is often read as cold and is toneless. In commemoration of the brand's foray into China, Downy introduced: Scent by Downy.

Because scent triggers emotions and Downy Unstoppables is one of the most popular in-wash fragrance beads, the brand found a way to communicate and introduce these scents in one of the most popular forms of communications - text messaging.

VIEW THE CONCEPT
Downy2.jpgPartnering with a digital scent technologist in Japan, Downy chose 100 frequently texted words. These act as keywords to trigger one of the 3 scents built into the device. Simply download the app and connect your phone with the device through Bluetooth to send a text that triggers a scent.

Credits -
Anjali Jain. SVP: Regional Business Director
Desmond Li: Senior Account Director
Christy Leung: Account Executive
Michael Knox: Chief Creative Officer
Christopher Lee: Group Creative Director          
Jeffrey MC Wong: Associate Creative Director
Jackie Wong: Associate Creative Director
Ealon Li: Associate Creative Director
Jeffrey Wong: Art Director
Rachel Lao: Art Director
Huma Qureshi: Regional Director, PR & Corporate Communications

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