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Mediacorp OOH Media brings digital fun to the streets with celebrity Rui En

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To relaunch L’Oréal Paris UV Mist, first spray-on facial sunscreen, Mediacorp Out-of-Home Media combined technology in an outdoor setting with celebrity star power to create a campaign where commuters could virtually ‘Have Fun in the Sun with Rui En’ via an interactive digital screen. The campaign broke through the clutter with its unique advertising method, delivering an effective call-to-action extending the product’s promotion, and also generated much talking points and create awareness amongst the public and fans.

For three weeks from 26 May – 15 June 2016, the interactive 6-sheet outdoor panel at the bus shelter in front of Midpoint Orchard attracted fans, youths, PMEBs and tourists in the Orchard shopping district. Upon detection of people around the interactive panel enabled with motion sensors, Rui En appears and promotes the UV Mist to the public and then invites the public to mimic the action of spraying the UV Mist by waving along with her. At the end of a successful interaction, they can snap a photo of the barcode presented on screen to enjoy S$9 off the UV Mist at Guardian, Watsons and Sasa stores islandwide.

The awesome video was posted by Rui En's fanclub 瑞不可当 (RBKD) on the fanclub's Facebook page and it received over 233,000 views and over 8,000 likes. The impressive results were alike on L’Oréal Paris Singapore social media platforms where it garnered over 530,000 audience on its Facebook and over 142,000 YouTube views. The client witnessed doubled growth in view-through-rates for this video compared to other videos on their Facebook page, and attributed the positive results to the creative campaign execution.

“We are excited to partner Mediacorp to bring L’Oréal Paris onto the streets to educate people on the importance of sun protection, and create numerous personal engagement opportunities for the public to interact with our brand,” said Heng Xue-Li, Senior Product Manager of L’Oréal Paris Singapore.