2016 Winners & Shortlists

Creative Execution

The World's First Smellable Website was launched on April 1st 2015. The experience welcomed users to take whiff of unusual scents and smells from all over the internet. The experience was delivered through a responsive solution, allowing users to access it through their desktop or mobile devices. The campaign was phased into two; teasing and launch. A few days before going live, the website was teased on social media to get fans curious and interested. On launch, they introduced the website to the fans who were suprised and delighted afterwards

The news of the site spread over social media like wild fire and over 3,000 fragrances were shared online in just that day! We took over social media, with people commenting and sharing weird fragrances online, and better yet, Basco’s took it's paint game to a whole other level. What seemed like a quirky April fool stunt, ended up in laughs plus an amazing launch from Basco Paints.

Basco paints realized that their consumers loved using their paint products but dislike the smell that comes after painting. This problem was affecting their business. To deal with this they introduced a new range of fragrant paints that leave a perfumed scent after you paint. To launch this range, they took advantage of the April Fool's holiday and pranked fans by introducing "The World's First Smellable Website". A website experience where consumers would get a whiff of the new paint range as well as other unsual scents. On visiting the website they would follow through the experience, have a laugh in the end and learn more about the fragrant paints.