The Macallan
The Story of Scent
The Macallan released its annual limited-edition whisky – Edition No.3. We were tasked to create awareness of the brand and this launch that encapsulates the scent notes across SEA through digital space.
The idea
Our sense of smell is where our most vivid memories are held.
Using the scent notes that made up Edition No.3, we want to trigger the sense of smell by evoking the memories that come with it. We brought them on a journey down memory lane in 4 stages – Awareness, Engagement, Participation, and Experience.
Awareness
Through influencer, social and content marketing, we educated consumers on The Macallan Edition No.3 and intrigued them to learn more about the story of scent.
We created videos based on each scent note to invoke sensory emotions, all done in portrait format as we adapt to the trends of viewing on mobile devices.
Engagement
We selected three social media influencers relevant to the target markets and audiences in Singapore, Malaysia and Indonesia – to share their memories based on the five scent notes.
Participation
Participants contributed their memories based on the scent notes of their choice. Successful entries were saved on the app, and memories that stood out would be selected for an exclusive sensory experience.
Experience
The story of scent continued on-ground where influencers, winners were flown to Singapore for an exclusive and intimate sensory experience.
