A Karangahape tourism campaign hidden inside a perfume bottle.
Road By Karangahape
Karangahape Road Business Association
Despite its notoriety, people weren’t travelling to Karangahape Road like they once had. We needed a reason for people to visit the street.
So we created a one of a kind fragrance, ROAD by Karangahape. With notes of wet pavement, whispers of nightclub sweat, a flash of green heat infused with a touch of smoke and mirrors, ROAD captures the sensory rush of Aotearoa’s most iconic strip.
Like any luxury fragrance, ROAD needed its own ostentatious launch campaign. So armed with a bag of white singlets and a few rolls of film, we wandered into the sweet smelling land of blue steel with the local celebrities behind the Karangahape businesses you know and love.
Only available on Karangahape, ROAD moved from businesses over 40 days with all proceeds going to Lifewise NZ.
Fog Machine Haze
Bar Waft
Hair Clippings
Coffee Bean
Incense Burn
Pink Peppercorn
Pavement
Dance floor pit
Beer Infused Leather
Green Heat
Warm Aromatic Spice
Preloved Garment Musk
Coco's Cantina wears ROAD
Candela wears ROAD
Coco's Cantina wears ROAD
Kim wears ROAD
Dan's Traditional Barber wears ROAD
Lambs Pharmacy wears ROAD
No.7 wears ROAD
Crushes Wears ROAD
Miller's Coffee wears ROAD
150 Limited bottles of ROAD
$15,000 Earned for Lifewise NZ
40 Karangahape businesses featured
8 minutes Average daily sell out time
Over $1,500,000 of earned media was also achieved throughout the campaign, including a headline story on ONE News at 6pm.
VIVA Sniff me.
Newstalk ZB Hosking likes what he smells.
One News Very rarely does an advertising campaign make the news, but...
Broadsheet How do you bottle the smell of a place?
Stuff Want to smell like it's 5am after a night at the club?
The Spinoff A review of the perfume that smells like K Road.
NewsHub Karangahape aims to bottle the street.
Ensemble What would NZ's most iconic street smell like bottled?
George FM This perfume smells like a late night on K Road.
RNZ New fragrance "Road" mimics Auckland's Karangahape Rd.
