XTACY

To make citizens aware of the distinct smell of ecstasy labs and waste, we launched our own perfume. This turned all 17 million inhabitants into detectives, which resulted in 32% more police reports and 50% less drug waste dumping.

Using the budget (15k) for product development rather than media paid off.

Xtacy received over 25 million media impressions. It was the opening story on the main Dutch news show (main eight o'clock news) and front page on the biggest newspaper (De Telegraaf). Nationally we received over 1.5 million euro worth of earned media. Nearly all Dutch media outlets covered the launch, and countries from all continents reported on it. From The Sun, The Times and El Paìs to the Kazakh Esquire and Thai news shows. We made sure the smell (anise) got described in all the publicity it received, to help create a cognitive response even if you hadn’t smelled it yourself.

25 municipalities and several libraries, universities and police departments joined the campaign. They used our street teams, samples and promotional materials.

All of this resulted in an increase of reported drug sites by 32% and since the start of the campaign, the number of waste sites was cut in half.

Idea/Craft - Activation & Experience

While unaware of the presence of a lab, citizens can notice a distinct (anise) smell. We want to make them aware of the smell, and by doing so add 17 million (Dutch population) detective noses to the team.

We ‘launched’ a new perfume, called Xtacy, that has the same distinct smell as ecstasy labs do. We launched it in the capital of the so-called drug province of Europe, Den Bosch.

Insight: smell instantly settles into our subconscious mind. Once you smell it again, it links to that memory. The Dutch are always down to try something free. So, launching a new perfume with a street team handing out samples and free tester cards, was a great way to grab everyone’s attention. After smelling this, people read our message on the back of the tester card: when you smell this scent, chances are you’re near a drug lab or dumping site. Please call 0800-6070.

Idea/Craft - Impact

After the launch we offered Dutch municipalities a promo kit to exhibit in public buildings like police stations, libraries and town halls.

Ecstasy is a hot topic in the Netherlands. Ecstasy labs, often located in residential areas, come with the danger of toxic substances, gasses, fire and explosions. The impact on society increases as labs become more hazardous and toxic waste is being dumped in the public domain, leading to bigger risks for public health and environmental damage.

The brief: create a concept that involves and activates citizens to help law enforcement track down ecstasy labs and dumping sites.

The budget, only 15k (Euro) aimed for a potential viral/PR concept.

Jury Feedback

ADVERTISING – ACTIVATION & EXPERIENCE / BRONZE

Totally unique simple, clear and effective creative idea. A true activation idea that scaled well in PR. The core idea is a genuinely new concept to introduce into culture and generate a response hence the jury felt a Bronze Lamp was well deserved.

NEXT - IMPACT / NOMINATION

A very keen idea, adding another dimension to communication: a sense of smell. The jury thinks the makers have found a really original way of communicating the hazards of drug labs within municipal neighbourhoods. A key component of communication is creating a memorable impulse. By choosing a different route than conventional campaigns - and creating a product instead - the smell of drug labs are indefinitely imprinted in our nostrils. The challenge here is to make a long-term impact on a larger scale, finding innovative and effective ways to do another flight of this campaign and reaching a significant number of people making them potential drug lab detectors!