A BINGE sensory entertainment innovation — scented candles matched to the scenes of your favourite Binge Originals.
the background
True to its name, BINGE is all about the immersion viewers can gain from leaning deeply into multiple episodes of TV, enjoyed back to back.
In the saturated Australian streaming market, filled with large overseas rivals with much larger marketing wallets, we needed a way to amplify our Binge Originals—new seasons of exclusive, high-quality, locally produced Aussie television.
To access the catalogues of all
Aussie streamers,
you would need to pay more than $100 a month
the IDEA
While our competitors chased the next tech innovation, we went analogue. Crafting scented candles uniquely engineered to complement a series of Binge Original shows.
Every layer carefully constructed, measured and timed to the scenes and smells from each episode.
the EXECUTION
Undertaking nearly eight months of R&D to engineer accurate timings and scents — testing and retesting variables such as waxes, wicks, shapes, scent loads and dyes.
THE RESULTS
The candles were released to promote the launch of the Binge Original Colin From Accounts Season 2.
COLIN FROM ACCOUNTS BECAME AUSTRALIA’S
MOST WATCHED
ORIGINAL SCRIPTED SERIES OF ALL TIME
WITH THE BIGGEST FIRST
DAY OF VIEWING OF
2024
SEASON 1 RECEIVED
A BOOST OF
215%
TOTAL MINUTES
BURNED
18,000
