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Tokyo Gets Signs That Smell
NTT Communications is launching a feasibility study of digital signage that emits an aroma in the hopes of strengthening the impact of the ads.
The signs, equipped with an aroma-emitting device, could become a highly effective marketing tool, the company believes.
In this first stage of the study, the company will operate a digital sign in front of Kirin City Beer Hall in Tokyo’s Yaesu Shopping Mall from October 21 to the end of December. Aromas such as lemon and orange, supposedly associated with beer, will be emitted by the sign to enhance the impact of its messages. Through the study, NTT Com expects to measure the sign’s effectiveness in attracting the attention of passersby in the underground mall.
NTT Com’s branded aroma-emitting digital signage (Kaoru Digital Signage), combine the company’s Spot Media digital signage service and Fragrance Communication’s (Kaori Tsushin) online service, which instructs specified web-connected devices to emit mood-heightening aromas. The latter service is being used in venues such as retail stores, cafes and office lobbies, reflecting the growing trend to use aromas as an active marketing tool to strengthen the impact of marketing communications and enhance customer satisfaction.