Smell It Before You See It

Subway introduced a scent-led out-of-home campaign at Dhoby Ghaut Station, transforming the escalator linkway towards Plaza Singapura into a multi-sensory experience.

Instead of relying on visuals alone, the campaign released the aroma of Smoky BBQ Beef Brisket into the space, capturing attention through an unexpected sensory trigger. Paired with strong visual creatives, the experience disrupted routine commuter flow and created immediate curiosity and craving.

With the Subway outlet located just a few steps away, the campaign bridged awareness and action seamlessly, guiding commuters from exposure to purchase within the same journey.

What made it work

• Multi-sensory engagement that goes beyond traditional visual formats
• High-dwell transit environment with strong commuter traffic
• Close proximity to store, enabling immediate conversion