The best of brands creating sensory experiences. How are brands moving from communication marketing into experiential marketing by appealing to the senses? We explore best brand examples according to industries.

1. snapshot
sensory
marketing
The best of brands creating sensory experiences. How are brands
moving from communication marketing into experiential marketing by
appealing to the senses? We explore best brand examples according
to industries.
SIGNMESH.COMSNAPSHOTFEBRUARY2018

2. content
1
multi-sensory
experiences are
growing
2
how industries
create sensory
experiences
3
what’s the
takeout?
CONTENT

3. introduction
This report explores the growing
importance of sensory and multi-sensory
marketing and branding, for brands to
differentiate themselves in an overly
crowded market place.
INTRODUCTION
With ever-increasing competition and an
overabundance of information and stimuli surrounding
today’s consumer, brand differentiation becomes
increasingly important. According to Gartner Group,
in the next 10 years even the world’s top brands risk
losing their differentiation to digital disruption.
We explore how sensory and multi-sensory marketing
gives brands the opportunity to create unique
experiences for customers.
— Multi-sensory experiences are getting bigger in
marketing
Why brands should invest in sensory experiences.
— How senses are used across different industries
Selection of signmesh cases around sensory and
multi-sensory experiences and marketing efforts.
— What’s the takeout?
What can we learn?

4. 1. multi-sensory
experiences in
marketing
Multi-sensory experiences are becoming increasingly
important to address the expectation for not only a brand
interaction, but a brand experience for consumers
INTRODUCTION

5. Our emotions and senses are very tightly
intertwined.
Emotional reactions can be guided by sensory
information, as the things we sense trigger a
feeling (conceptual association).
- Thomson et. al: Linking sensory characteristics to emotions
Source: Communico - Building Emotional Connections

6. Businesses that optimize for an emotional
connection outperform competitors by 85% in
sales growth in today’s experience economy
- Communico - Building Emotional Connections
Source: Communico - Building Emotional Connections

7. more likely to recommend a brand
and more likely to re-purchase
STATISTICS
3x
Emotionally engaged customers are
Source: Communico - Building Emotional Connections,
at least

8. of millennials said that an experience is
more important than having physical
items
STATISTICS
72%
Source: VR Scout,

9. 2. how industries
create sensory
experiences
Some marketing moves by brands in different industries and how
they are putting senses into the foreground for a more emotionally
connected brand experience.
SNAPSHOT

10. finance
How are financial brands delivering unique
experiences for customers?

11. Recent research findings that sensory cues such
as sounds instill more trust in customers, and
even gives them the sense the transaction is
occurring faster and so is deemed more
convenient.
- Visa Study
Source: Visa Study

12. FINANCE
Visa Pilots Sensory
Branding
Visa are piloting a suite of sensory branding for
merchants which will include sound, animation and
haptic feedback when a purchase is made.
Visa has created a suite of sensory branding which
they have said in a press release will include a short
sound, animation and haptic (vibration) feedback
when a transaction is completed.
They will pilot this new form of branding in the United
States with a number of their merchants and
manufacturer partners, and will also make the new
branding suite available on their developer platform
for integration into solutions.
Source: http://signme.sh/IhWHW6C70

13. entertainment
How are entertainment brands delivering
unique experiences for customers?

14. ENTERTAINMENT
Binge Candle for
Gilmore Girls
Netflix developed a special candle for the revival of
Gilmore Girls that creates different smell with each
episode played.
Netflix has created a candle for those who plan to
binge watch the entire show of Gilmore Girls for 6
hours straight. The Smell-O-Vision candle has been
part of a free giveaway with style news website
Brit+Co.
As the show goes on, the candle burns through four
different scents. One scent per episode with each
episode corresponding to a season, starting with
winter.
Source: http://signme.sh/_2N6TkRDq

15. ENTERTAINMENT
Exploring Touch In
Music Composition
These electronic pads for composers and listeners
allow exploration of the sense of touch when listening
to music.
Created by designer and engineer Marie Tricaud,
Touché consist of seven small pads that sit on a
persons skin and enable them to see how their skin
reacts to pieces of music. The creative tool uses
vibrations and temperatures to represent different
elements of a melody and beat, and can be mapped
onto the body to create a network of pulses. Potential
uses include live musical experiences, and
transmitting audience reactions back to the
performer.
Source: http://signme.sh/215lZh6KG

16. ENTERTAINMENT
Music Shows Its Colors
A musician created the first piano that shows the
color of music - and demonstrates how combining
senses makes experiences unforgettable.
American Musician William Jerome created the
world’s first piano that can show music’s colors. The
LED synesthesia grand piano combines the senses of
hearing and seeing, lightning different colors while
the pianist is playing. The audience encounters
synesthesia, a unique experience where two different
cognitive or sensory pathways in the brain are
connected to each other. The Luminescent Grand
piano creates a visual representation of the sounds
that are being played on it.
Source: http://signme.sh/N045sB_RI

17. apparel
How are apparel brands delivering unique
experiences for customers?

18. Visual is processed 60,000 times
faster than text. Social posts with
compelling visuals generated up
to 94% more views
STATISTICS
94%
The world is becoming increasingly visual…
Source: Hubspot, VRScout
When it comes to VR, 81% of
consumers would tell their friends
about a VR experience
81%

19. APPAREL
Shop the Ted Baker 360
VR CX
Ted Baker have released an episodic VR experience
that uses a 360 camera and is completely shoppable.
Keeping up with the Bakers is the latest social
initiative from the Ted Baker, seeking to immerse
customers in a 360 VR user experience. Using models
Ted Baker have created scenarios featuring the ‘The
Baker Family’ photographed with a 360 cam, the
models wear the latest collections and the customer
can click to add each or all items to their e-basket.
Prior to purchasing, the customer naturally must elect
their size and then confirm the purchase.
Source: http://signme.sh/260nz-Feu

20. APPAREL
Smart Yoga Wearables
When Wearable X introduced their haptic technology
Yoga pants, they advised creators not to put the tech
first.
The new Yoga pants by haptic technology creatives
Wearable X help the wearer to perfectly execute
various Yoga poses by delivering haptic feedback (in
other words, vibrations) to the areas of their legs they
need to focus on and re-adjust. When introducing the
new wearables, Billie Whitehouse, the CEO advised
other designers looking to create wearable
technology to not put the technology before the
human experience.
Source: http://signme.sh/VlZwj6QoS

21. food & dining
How are food brands delivering unique
experiences for customers?

22. FOOD&DINING
KFC’s Scented
Valentine’s Day Cards
KFC’s promotional cards had a scratch-and-sniff
element, revealing a scent of fried chicken, their
staple product.
They gave away these Valentine’s Day cards when
people purchased their two-person Chicken Share
meal around the special day. The cards also had
amusing messages such as "I fell in love the first
moment I slaw you”.
Source: http://signme.sh/Sgko20RFa

23. FOOD&DINING
A Multi Sensory Dining
Experience in Japan
Creative digital group teamlab have created an
immersive dining experience to give people a taste,
smell and feel of Japan’s beauty.
They created a dining experience with a difference,
with an installation titled “worlds unleashed and then
connecting.” The digital surface also reacts to diners’
behaviors. If they keep still, birds may land on their
hands, and sudden movements will cause the
environment to stir. Smells of Japan’s native flowers
and plants are also present during the experience to
make it truly multi sensory.
Source: http://signme.sh/jn49Tf61G

24. FOOD&DINING
A Sensory Virtual
Cocktail
Many people go out and share what they are drinking
on Instagram, imagine if you could virtually beam that
experience into a drink of your friend sitting at home?
A team at the National University of Singapore claim
to have enabled a digital transfer of a drink's sensory
elements, such as the flavor and texture of lemonade.
Using RGB color and pH sensors, their system digitally
transmits drink information into a specially designed
tumbler filled with water. The tumbler has an
electrode at the rim that mimics the flavor or the
sourness of the lemonade via an electric pulse
traveling through the water. An LED is also nestled
within the sci-fi glass, imitating the color of the drink.
Source: http://signme.sh/gbheDvHT6

25. 3. what’s the
takeout?
What can we learn?
THETAKEOUT

26. What can we learn?
IMPLICATIONS
considering senses
means avoiding
detractors of the CX
emotional connection
is a key driver of loyalty
brand experience is
more important than
brand communication
implications
An emotional connection has been
placed higher by many than customer
satisfaction, and considered more
accurate in determining customer loyalty
and even the customer’s consistency of
profitability.
By addressing more than one or all the
senses, brands can avoid a perhaps
unconscious detractor of their
customers’ experience. For example, the
visual aspects of a store might be
excellent, but if the sound is off-putting
or annoying, it could have serious
consequences.
With the increasing number of touch-
points and growing variety in the
mediums of these touch-points
(devices, AR, VR etc), addressing the
holistic brand experience and not only
focusing on the communication and
messages is becoming crucial.

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