The winner of this week's creative work of the week in Asia Pacific is Downy, which marked its entry into China by using text messaging to promote their fabric softener products.
The Proctor & Gamble-owned brand partnered with a digital scent technologist in Japan to choose 100 frequently texted words to act as keywords to trigger one of the three scents built into the device.
The campaign, created by Grey Group, wants to use scent to trigger emotions, as well as promote Downy's , in-wash scent booster Unstoppables as one of the most popular in-wash fragrance beads. It also wanted to change the perception that text messaging, while popular, is cold and is toneless.
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