The Aroma Co, providers of marketing solutions focused on the sense of smell, has teamed with the UK's leading niche media and postcard advertising company, Boomerang Media to deliver postcard advertising campaigns featuring fragrance sampling.

This experiential marketing project extends product presence to social venues such as universities, bars, coffee shops, cinemas and health clubs - reaching carefully targeted audiences in their chosen relaxation environment.

Using The Aroma Co’s Poparoma®, the fragrance sampling device that delivers a waft of the brand’s own fragrance, Boomerang’s clients are now able to run campaigns that engage consumers through both visual and olfactory senses, strengthening the consumer relationship.

In a recent trial using Imperial Leather Foamburst, a postcard and Poparoma® campaign was implemented across 28 cinemas and health clubs. Where Poparoma® was used, the postcard pick-up increased by almost 20%. Martin Smith, Sales Director for Boomerang Media, says; “This new partnership is one that has already produced some very positive results. Using Poparoma we have been able to turn the postcard rack into an experiential marketing platform.”

Poparoma® has been specially adapted to fit the postcard racks located in entertainment and leisure venues. Consumers squeeze the sampling device for a puff of air scented with the products’ own fragrance. They are then able to help themselves to a postcard reinforcing visual brand messages. This project takes brand engagement to a new level: creating a unique opportunity for the consumer to try out the key brand characteristic of fragrance and interact with the brand in a relaxed environment.