Text messages with a scent: Downy and Grey Group Hong Kong introduce “Scent by Downy”

Text 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 Procter & Gamble-owned brand found a way to communicate and introduce these scents in one of the most popular forms of communications – text messaging.

Partnering with a digital scent technologist in Japan, Downy and creative agency Grey Hong Kong, chose 100 frequently texted words. These act as keywords to trigger one of the three 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.


Procter & Gamble: Client
Downy: Brand
Grey Group, Hong Kong: Agency
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

Source: Campaign Brief Asia

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