Richmond site hosts Australia’s first scratch billboard, enabling direct fragrance engagement
Emporio Armani has unveiled Australia’s first scratch-and-discover billboard in Richmond, introducing a new interactive format to the local outdoor advertising market. The installation is located at the corner of Swan Street and Stewart Street and will remain in place until Tuesday.
The 2,080mm by 2,880mm billboard supports the launch of the Power of You fragrance. Unlike traditional out-of-home placements, the surface allows the public to engage directly with the display and experience the scent on site. As a result, the activation extends beyond visual awareness and delivers immediate product interaction within a high-traffic environment.
The campaign marks a shift in how outdoor advertising can be executed in Australia. While most billboards remain static, this format introduces a tactile layer that encourages participation. In addition, the Richmond location places the installation within a dense commuter corridor, increasing both exposure and interaction throughout the campaign period.
Moreover, the activation aligns with the release of the Power of You fragrance, which blends maracuja passion fruit accord, frangipani accord and vanilla. The product is presented in a ruby-toned bottle, which forms part of the campaign’s visual identity across the site.
Interactive format brings product sampling into the public space
The scratch billboard enables passers-by to trial the fragrance directly from the installation. Consequently, the format integrates product sampling into a large-scale advertising unit without requiring entry into a retail environment. This approach reduces the gap between awareness and product experience.
In addition, the campaign demonstrates how physical interaction can be incorporated into out-of-home placements to increase engagement. As a result, the activation introduces a new benchmark for experiential advertising formats within Australia.
The billboard remains active at the Swan Street and Stewart Street intersection in Richmond until Tuesday as part of the national rollout of the Power of You fragrance.
