Unilever’s Knorr banks on scent marketing with new bus stop capsule dispenser

Unilever’s Knorr has transformed Clear Channel's bus stop shelter into a life-sized "Knorr Hao Chi" capsule dispenser.

The campaign was created with the aim of boosting Knorr's brand awareness and product offering, and according to a statement, this will be the first execution in Singapore that "combines both visual and sensorial outdoor experience". The scent diffuser will dispense aromatic fried garlic-like scent to mirror the stir-fry flavour of popular local dishes.

Samples are slotted into capsules which are dispensed from the machine through a smart technology activation via EZ-LINK and CPAS card. By tapping the card, consumers can collect and walk away with the free "Knorr Hao Chi" capsule samples. Each capsule comes with a dedicated one-dish recipe that educates consumers on the product usage and more recipes are available by scanning the QR code on the machine.

The machine will be activated at Sengkang for a week from 19 July before shifting to NEX for another two weeks. These two prime locations were selected for their high traffic and are places where "Knorr Hao Chi" target audience frequent.

Ellen Yap, marketing manager of Unilever Foods & Refreshments, Knorr said, “We are constantly exploring innovative and creative formats to interact with our customers. Working alongside with Clear Channel, we combined both visual and sensorial experiences in this product sampling as we know how important aromatics are in creating a delicious and full flavoured dish."

Amanda Woo, head, client partnerships and business development, Clear Channel Singapore added, “Knorr wanted something out of the ordinary, more so when it comes to new food products where it requires some level of trial before consumers make that purchase. We extended a typical in-store supermarket sampling activation to an out-of-store unique brand experience which attracts commuters attention and drives sampling.”

This activation follows Knorr's previous partnership with Mediacorp OOH Media to launch its new product called Golden Salted Egg Powder via bus shelters.