Case Study Grab Taxi

Creating the signature scent for Grab, the #1 ride-hailing service in Asia Pacific

Grab Taxi

Location: Asia Pacific

RESULTS:

• The Grab Signature scent was designed to relax and soothe passengers.
• The fragrance provides brand awareness and standardisation across a fleet of widely varying vehicles and transportation formats.
• The scent delivery mechanism was R&D and produced by TMB.

CHALLENGE:

Grab Taxis have become an indispensable service to commuters across Asia Pacific. By jumping into a Grab the experience is way more than transporting a passenger from point A to point B. It is a moment of peace, quiet and in a sense a refuge from the sometimes maddening world outside.

As Grab Taxis are represented by a wide range of vehicle types it can be difficult to standardise the traveller experience, as you would welcoming a guest to a brand name hotel chain.

OUR SOLUTION:

Grab engaged us to develop a signature scent for their taxis to provide a standardised brand welcome to on boarding passengers. Titled ‘Freedom Drive’ and inspired by Grab brand guidelines and community vision, TMB worked closely with Grab Brand and Marcoms teams to ensure alignment throughout the process.

With notes of amber woods, bergamot and tea, ‘Freedom Drive’ is a sensory blend that speaks of our Asian heritage and the comforting security of home.
Currently testing in Singapore, the initiative is expected to be rolled out to the rest of Asia Pacific.

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Case Study Changi Airport

Creating the signature scent for the World’s #1 Airport

Changi International Airport

Location: Singapore, Asia Pacific

RESULTS:

  • The Changi Signature scent has become a standard and part of their brand identity
  • So well received it is now sold through iChangi shop as gift items and home diffusers
  • The scent initiative garnered global media attention

CHALLENGE:

Singapore’s Changi Airport prides itself on being the world’s best airport and a destination in itself. As one of the largest transportation hubs in Asia, Changi is one of the world’s busiest airports by international passenger and cargo traffic. It is the first airport in the world to be rated the World’s Best Airport by Skytrax for eight consecutive years and has also been ranked as one of the world’s cleanest airports.

With already incredibly high standards of service, how could this traveller portal connect with passengers and shoppers in a more emotive manner? Inspired by the hotels industry, Changi Airport wanted to leave an even more lasting impression on travelers passing through the airport.

Changi is not alone in this trend, as airports, airlines and other locations are welcoming travelers with special scents to evoke memories, emotions and lower stress levels.

OUR SOLUTION

Changi engaged us to develop a signature scent for their airport terminals, with spinoff articles for the gift shop and inflight services.

Through an immersion process with Changi Airport, we distilled the core essence of their brand offering into a signature fragrance. The scent has fresh floral notes of orchid, Damask rose, Asian spices and essential oils said to calm nerves and lower blood pressure.

A fresh and familiar bespoke fragrance greets travellers at key touchpoints throughout their journey through the airport. We positioned commercial diffusers into  any areas of the terminals. In addition, travelers who want the soothing aroma for their homes can purchase the Changi Scent line of perfume oils, reed diffusers and candles in the iChangi shop.

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