JCDecaux is harnessing the irresistible smell of snags on a BBQ to raise money for the Prostate Cancer Foundation's annual 'Big Aussie Barbie'.
In what the out of home (OOH) company says is an “Australian media-first”, the campaign rewards 'Tap and Go' payments by releasing a fried onion sausage sizzle scent, along with the sound of 'snags on a barbie' from a custom-built outdoor panel in the heart of Sydney's CBD.
Prostate Cancer Foundation of Australia CEO and associate professor Anthony Lowe says the billboards promote the charity's Big Aussie Barbie, which raises money for cancer research, awareness and support.
“During International Prostate Cancer month in September, we are running our annual national fundraising and awareness campaign – The Big Aussie Barbie,” Lowe says. “This year’s campaign aims to generate awareness of prostate cancer and also raise vital funds to provide information and support to the 200,000 men and their families affected by the disease.”
The campaign was put together in partnership with Cloudmaker Consulting.
JCDecaux head of creative solutions Alan Klein says: “Outdoor is the only medium that can offer a fully immersive experience like this. Using all five senses has definitely put the ‘sizzle’ into this campaign and we are certain it will resonate – who could resist?”
The outdoor panel is located in Sydney's Martin Place until 5 September and will be supported by several JCDecaux citylight activations across Sydney, Melbourne and Brisbane.
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