To engage soccer fans with the English Premier League, special bus shelter displays released the scent of freshly-cut grass and the sound of cheering stadiums once a button was pushed. The advertisements were designed by Reed Pacific Media, Foxtel and Mediacom.
Ads also featured in newspapers across a range of News Limited titles in Australia. Ed Smith, Foxtel’s executive director of sales and marketing, said:
This is the time of year football fans feel most far away and that they are missing out. Fox Sports’ full coverage of the English Premier League is all about bringing fans closer to their game and their team. What better way to demonstrate this closeness than being so close to the game you love that you can smell the grass though, Sunday papers. Press is an important part of our communications mix and innovation is often neglected in print so I’m really proud of the work the team have done to bring this to life.