Using Context And Creativity On Digital OOH , Biore Creates Impact

(Marketingmagazine.com.my) – Kao Singapore has launched 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.

Enter the prestigious APPIES Malaysia Marketing Awards today!

Known as the ‘TED for Marketing’, campaign entries are presented by their brand marketers or campaign creators in an interactive format comprising of a 4-minute creative reel summarising the overall marketing campaign, followed by a 6-minute oral presentation highlighting significant aspects of the campaign, and finally a Q&A with the audience.

Entrant campaigns must have run between 1 January 2015 and 29 February 2016 in any of these categories:

1. Consumer Durables

2. Consumer Services

3. Food and Beverage

4. Non-food FMCG

5. Business Services

6. Government, Cultural, Social and Environmental campaigns.

Top brands including P&G, Mondelez International, Coca-Cola, Google, IKEA, IBM,
Unilever, Amazon, Shangri-La Hotels & Resorts and Asia Pacific Breweries have
all won at the APPIES over the years. Will your Brand or Agency be next?

Download details and your Entry Kit here: 

Closing Date: 31 March, 2016

All entries are to be submitted to [email protected] via file transfer protocol.

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