Scent and hopscotch deployed by Surf and Kinetic Active

Kinetic Active, Kinetic Worldwide’s in-house technology division, is launching a multi-sensory campaign for Unilever’s new Surf fragrance.

Bespoke digital 6-sheet units will appear in six shopping malls across the country from June 30 for a high-profile, two-week campaign. The interactive drive will be spearheaded by brand mascot Surfy, encouraging shoppers to play a game of hopscotch using brightly coloured flower vinyl graphics on the floor in front of ad panels. The 6-sheet formats also come with scent emission units, sharing the new Surf laundry fragrance at timed intervals.

The sensory experience continues with shopping mall lifts fully wrapped with scented vinyl and playing a 20 second audio file every time a shopper enters the lift.

The campaign will be bolstered by scented wardrobe hanger tags distributed at tills and changing rooms in Dorothy Perkins, Evans and Outfit, giving consumers a chance to win a professional house clean and VIP spa treatments.

Sam O’Connell at Kinetic Active said: “This interactive and multi-layered campaign was designed to deliver real consumer impact while showcasing Surf’s playful new fragrance. The campaign highlights the creative possibilities of out-of-home advertising while delivering a truly memorable experience.”

Katy Holder at Unilever said: “Surf offers a bright and unique approach to laundry, guaranteed to put a smile on your face and leave your clothes smelling gorgeous. The new Surf Wild Flowers and Morning Dew really encapsulates the playful nature of the brand, perfect for creating fun and interactive out of the home.”