McDonald's in the Netherlands launched a scented billboard campaign featuring minimalist red and yellow billboards with hidden fries to evoke nostalgia and spark clear emotional memories through the sense of smell.
"People could look away, but they couldn't smell away," as McDonald's aimed to capture the attention of passersby and satisfy their cravings with strategically placed scented billboards near McDonald's locations.
"Smell has been proven to be more effective at sparking clear and emotional memories than images," according to McDonald's Netherlands CMO, highlighting the campaign's goal to trigger positive associations through scent for a unique marketing experience.
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