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Strip exposes Dirty Little Secrets through Clear Channel Singapore

by Debbie Wong | Apr 14, 2015
Strip’s latest campaign, Dirty Little Secrets Exposed, captures the attention of its target audience through a bold showcase of shavers on Clear Channel’s out of home medium.

The objective of the campaign is to expose the other salons’ dirty little secrets of unhygienic hair removal practices. A bus shelter along the heavily travelled Orchard Road (B04, outside Plaza Singapura) has been strategically handpicked for this creative execution. With a Strip outlet located (The Cathay) within walking distance from this shelter, this executive creates a path to purchase as it reaches out to its target audience of females aged between 21 and 40 years old, who frequent other salons.

The guts of the Clear Channel’s 6-sheet panel has been removed entirely to allow the panel to be half filled with 2,500 disposable razors, while the other half displays an electric shaver with hair remnants. A clear and concise message can be seen on this special installation, “At Strip, we use disposable razor cartridges and will never be caught reusing the electric one.”

The campaign runs on Clear Channel Singapore for 4 consecutive weeks, from 9th April to 6th May 2015.

Creative Agency: Clear Channel Singapore
Media Agency: N.A

About Clear Channel Singapore (CCS)
Every day, Clear Channel Singapore provides 100 million opportunities for brands to meet people.

In 2001, Clear Channel Singapore was awarded the world’s largest street furniture contact to Design Build and Operate (DBO) 3,200 bus and taxi shelters for a 20 year period by the Land Transport Authority. With 80% of all bus shelters in Singapore, our second-to-none island wide coverage offers a variety of activation opportunities through six different media formats.

About Clear Channel International (CCI)
CCI works with advertisers to create inspiring out-of-home advertising campaigns, enabling brands to meet and engage people when they're out and about in more than 30 countries across Europe, the Asia-Pacific region and Latin America. The company has a growing portfolio, which is currently made up of over half a million displays, which span traditional and digital formats on roadside billboards, street furniture and in retail, point of sale, airport, transit and lifestyle environments. It employs over 5,000 people and, in 2011, its reported revenue was $1,667m.

CCI is part of Clear Channel Outdoor Holdings, Inc (CCO), the world’s leading out-of-home advertising company with operations in more than 40 countries. CCO is, in turn, 89% owned by iHeartCommunications, Inc, the global media and entertainment company. The remaining 11% of CCO is traded on the New York Stock Exchange.