Located in the galleries of a busy shopping mall in Argentina, a classic-looking digital poster campaign plays on two levels: promoting a brand and raising awareness of coronavirus screening.
The screens on which the campaign is presented are equipped with scent diffusers and on this occasion, it is breakfast that is in question. While shopping and approaching the panels, passers-by are invited to enjoy the tempting scents and at the same time to detect if they have the characteristic symptom of covid-19, i.e. a loss of smell.
Thus, next to the visuals of toasted toast, coffee or freshly squeezed orange juice illustrating the posters, the brand suggests consumers to call a toll-free number to be tested if they don't smell anything. Toasters, coffee makers and other household accessories sold by the Atma brand are at the heart of this marketing idea, orchestrated by the Havas subsidiary Hoy (Buenos Aires).
Through this commercial operation, Atma reinforces its social commitment while communicating its products in a clever way with a high level of visibility.
