Surf will launch a campaign next Monday, June 30th, incorporating a range of senses, using printed vinyl graphics, digital screens and scent emissions.

Custom-engineered digital six-sheets fronted by 'Surfy', the washing powder's mascot, will invite passersby to play a game of hopscotch, possibly invigorated by the latest fragrance, which will be exuded at scheduled intervals.

The immersive experience continues throughout the six shopping centres chosen for the Unilever brand's Surf Wild Flowers and Morning Dew varieties. Lifts are wrapped with scented prints, while clothes hanger tags and changing rooms at Dorothy Perkins, Evans and Outfit are also invested with the smell. Prizes, including spa treatments and a visit by a professional cleaner, are up for grabs by lucky consumers.

The campaign was conceived and is delivered by Kinetic Active, the 'in-house technology division' of Kinetic Worldwide.