TAG | This advertising stinks! |
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| by Stuart Corner | |
| Monday, 01 September 2008 | |
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NTT says the aromas will improve the chances that passers by will see the sign and remember the product being advertised. "In the study, a leading cosmetic manufacturer used a digital sign to emit the aroma of roses at the east exit of Shinjuku Station of the Odakyu Electric Railway and gauged that awareness of the sign was double that of signs that did not emit aromas...[And] in a store attached to a spa facility...a sign emitting the aroma of vanilla ice cream resulted in sales of soft ice cream some 1.3 times higher than in cases where signs without any aroma-emitting function were used." It suggests that the service can also be used to create new environmental ambience. "When used in hotels or showrooms, it will enhance the relaxation or concentration of customers due to its aroma-emitting function. 'Kaoru Signage' is an extension of a service that NTT has been offering to residential consumers since 2005 and which was made accessible from mobile devices in April 2008. Under this service NTT Com supplies for installation in the home a device that is loaded with a range of substances each with a distinct aroma. It connects over NTT's fixed network and under instructions from the network releases various combinations of these substances to create different aromas. According to NTT Com, "The fragrance is based on basic aroma components commonly found in fragrances, and are not specialised aromas that suggest food or beverages."
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