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CCS Biore UV Spray WEB

Using context and creativity on digital OOH, Biore creates impact with the right messaging.

by Debbie Wong | Apr 12, 2016

Singapore - Kao Singapore’s launches its latest creative campaign, ‘Bioré UV Perfect Spray’ to drive awareness and educate commuters on the damaging effects from exposure to the sun’s ultraviolet (UV) ray, which cannot be seen with a naked eye.

Using context to deliver the right message is key. The Bioré UV Perfect Spray campaign leverages the contextual trigger of weather and time of day to deliver the right message at the right time and place - to educate the vital importance to protect their skin from the sun as sun damage occurs everyday and every minute their skin is exposed to the sun.

Hourly readings of UV levels are displayed across Clear Channel Play digital screens to reinforce the importance of sunscreen benefits and remind that sun protection is necessary throughout the day. The UV readings are dynamically pulled from the National Environment Agency’s website which provides the ultraviolet index (UVI).

The Bioré UV Perfect Spray campaign features 3 different creatives dynamically according to the UVI readings. The levels 0-2 reflects a low reading and features a blue visual ad to prepare commuters to be ready when the sun is up; readings 3-7 reflects a moderate to high reading and displays a yellow visual ad to remind to protect the skin from sunburn and UV damage; and UVI 8 and above calls for alert with a red visual ad to remind to reapply for extra UV protection.

“We are thrilled and excited to work with Clear Channel for our product, Bioré UV Perfect Spray. The bus-shelter panels are impactful in demonstrating the efficacy of our product within the natural environment of commuters. This enables us to effectively reach a large audience, to educate them on the damaging effects of the sun’s ultraviolet (UV) rays and the importance of using sunscreen.” – Chua Hui Min, Brand Manager, Kao Singapore Private Limited.

 “We wanted to create a traffic stopping ad to engage our bus commuters. One which incorporated available existing data pulled from reliable sources to enhance an important message. Hence, we mooted a media first execution for our client, Kao.” – Winnie Kam, Communications Manager, IPG Mediabrands.

 “Contextually relevant ads elicit a higher-response as it is able to connect consumers with the product they need now, in the moment.  By tailoring relevant messages to consumers in a time of need, they are more likely to purchase the product because they recognise the immediate benefit that they can get from it. Kao Singapore has effectively communicated the value of its brand and product through this clever yet simple idea. We are excited to work with Kao Singapore again and more importantly, we are able to offer the right platform to engage with their audience.- Amanda Woo, Head of Marketing, Clear Channel Singapore.

The campaign runs from 07 April to 04 May 2015 across 50 Play panels and 75 of 6-sheet posters are positioned at key locations in the Spree network to reach females aged 20-39.

Media Agency: IPG Mediabrands
Creative Agency:
Hakuhodo


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