Could smell be the next frontier in out-of-home advertising? This summer, goodwipes and Quan Media Group are putting that question to the test with a multi-sensory activation on Los Angeles’ Abbott Kinney Boulevard that turns a traditional billboard into an immersive brand experience.
Running from July 6 through August 5 as part of goodwipes’ Scentsational Summer campaign, the installation automatically releases a featured fragrance every 30 seconds throughout the day.
The diffuser is camouflaged within the rippled edge of the goodwipes package featured in the creative, allowing the scent component to feel integrated rather than added on. The billboard artwork will rotate three times during the campaign to spotlight the brand’s Rosewater, Lavender, and Shea-Coco scents, with the fragrance changing to match the visuals.
The effort extends beyond the billboard with weekly Scentsational Summer Sniff & Sample pop-ups every Friday in July. Chalk stencils and directional signage placed around Abbott Kinney will guide pedestrians toward the activation and sampling area. Take a look below:
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The pop-ups are designed to give new audiences a chance to experience the products while also creating an in-person gathering point for existing fans of the brand.
“goodwipes has always been about elevating an everyday essential, and this campaign brings that philosophy to life in a completely new way,” said Meredith Diehn, SVP of Marketing at goodwipes. “Working with Quan Media Group has allowed us to push the boundaries of what OOH can do, creating a true hybrid of outdoor, experiential and community engagement in one.”
Diehn added that the campaign is meant to create a seamless journey from discovering the fragrance on the street to sampling the product moments later. “From discovering the fragrance on the street to sampling the product moments later, we’re creating an experience that allows us to surprise and delight both new consumers and our existing community of brand lovers,” she said. “It’s unexpected, immersive, and distinctly goodwipes.”
For Quan Media Group, the campaign is an example of how brands can move beyond passive impressions and create more memorable real-world interactions. “The brands that stand out today are the ones willing to rethink how people engage with marketing, and goodwipes has embraced that from the outset,” said Brian Rappaport, Founder and CEO of Quan Media Group. “This activation pushes beyond traditional awareness, transforming OOH into a richer brand touchpoint that consumers can see, smell, and interact with.”
The Abbott Kinney activation arrives at a moment when advertisers are increasingly looking for ways to make physical media feel more experiential, social, and shareable. By combining scent, sampling and street-level engagement, goodwipes is betting that the best way to capture attention may be through more than just what consumers see.
