Multisensory Experiences, a new infographic from Starcom Romania

Cristina Blanaru Consumption Habits, Marketing, Studies

Starcom MediaVest Group Romania launched its 18th infograhic from HumanGraph Experience­. Entitled Multisensory Experiences, the infographic as made together with MVcom and reunites the conclusions of a study meant to identify the impact of multisensorial communication over consumers’ habits. The study as made on a sample of 360 people, representative for 18-49 y.o. urban population.

According to the research, people are encouraged to use or buy a product if the message sent is joined by lights (80%), music or audio messages (79%), tactile experience (79%) or an experience appealing to their smelling sense (74%).

In the same time, some multisensorial experiences seem to have more impact over men than women: lights are influencing men (84%) more than women (78%) to use or buy the product and the same happens when it comes of a tactile experience (84% vs 76%).

Experiences appealing to smelling sense are strongly influencing the decision to choose brands by young people aged 18 and 29 y.o. (84% – 82%), lights have more impact over 18 – 24 y.o. category (89%), while tactile experience has more effect over 25 – 29 y.o. people.

In the same time, the sensorial stimulus generate added memorability: 86% of respondents say they would remember a classical commercial if accompanied by lights, 83 % – by music or an audio message, 78% – by tactile experience and 70% – by an experience appealing to their smelling sense.

In February 2013, Starcom MediaVest Group Romania launched the series HumanGraphExperience aiming to offer constant and relevant info over the dynamics of the consumers-brands relationship and the impact its evolution has over brands’ way of acting on the market. The series is a long term initiative and represent a part of the analysis results of agency’s Consumer Understanding division.

Starcom MediaVest Group is part of SMG Worldwide and, in Romania, is part of Leo Burnett Group. Founded in 2000, Starcom is the first media agency in Romania awarded in Cannes, but also in festivals like Eurobest, Ador, Portoroz, Effie and Webstock.