Have you caught a whiff of SBS Transit's newest scent?

SBS Transit and Singapore-based fragrance brand Lynk Fragrances have joined hands to launch a new campaign to spruce up MRT stations along the Downtown Line (DTL). The collaboration brought a fresh pine-inspired scent to stations such as Stevens, Newton, Little India, Downtown, Telok Ayer and Bencoolen. 

Diffusers built into blue boxes were placed around each station to emit the cozy scent titled 'Frosted Fir', prompting commuters to scan a QR code displayed on each box to submit feedback. 

In a statement on its website, Lynk Fragrances said the collaboration, a first of its kind, took "an entire year of approvals, and months of discussions and planning". 

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To ensure their efforts were fruitful, Lynk Fragrances ambassadors took to the streets to figure out what commuters thought about the new collaboration. 

In a conversation with MARKETING-INTERACTIVE, Datina Wee, co-founder of Lynk Fragrances shared that the collaborative effort between the company and SBS Transit was aimed to enhance the commuter experience with scents to create a more welcoming environment. 

"We wanted to bring a touch of seasonal cheer to the MRT stations, helping commuters feel a little more uplifted and immersed in the holiday spirit as they go about their daily routines. It’s subtle yet impactful, striking the perfect balance to complement the bustling MRT environment without being overwhelming," Wee said. 

The company added that they are currently working closely with SBS Transit to produce a scent unique to the DTL. 

"By crafting a scent that resonates with commuters, we hope to make traveling a more pleasant and memorable experience, ultimately transforming the perception of public transport into something people look forward to," Wee said. 

MARKETING-INTERACTIVE has reached out to SBS Transit for more information. 

This is not the first time Singapore's MRT stations have been given an aromatic makeover. In November last year, Sentosa Development Corporation launched a new campaign for the seventh edition of Sentosa GrillFest featuring immersive wallscapes at Dhoby Ghaut NEL and Bugis DTL MRT stations that featured a combination of sight, scent, and sound.

Done in collaboration with GOVT Singapore, Starcom Worldwide, and Moove Media, these wallscapes depicted a beachside barbeque, aimed at attracting commuters to the annual festival.

The campaign integrates a smoky barbeque scent, created in partnership with Oo La Lab, and audio elements to simulate a beachfront dining environment, developed alongside Massive Music.

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