Fact: scent plays a huge role in creating memories. And to some degree, memories inform every decision we make. So why not leverage this underutilized sense to help influence consumer purchase decisions? To stand out among other luxury vehicle ads, we created a magazine insert that invited readers to experience “Joy,” an exciting new fragrance from BMW. Once the scent strip was opened, they were treated to the rich, smooth, leathery scent that can only come from a brand new BMW…making this one of our most memorable ads yet.