Hakuhodo Singapore launches floating bus shelter campaign for Biore UV Watery Essence

Hakuhodo Singapore has launched a category-disruptive campaign for Japan’s top-selling sunscreen, Bioré UV Watery Essence. Bioré UV Watery Essence is highly coveted by women in Asia for its amazingly light feel. This is even more so in Singapore with its extreme heat and humidity. The magic is in the breakthrough formula that provides high SPF50+ protection yet feels like nothing on the skin. The watery-light texture is instantly absorbed to give an invisible, weightless finish.

Utilising this product attribute as the communication springboard, the idea is to play up the unique “invisibly light” product feature for Bioré UV Watery Essence in the outdoor campaign. For the 3D bus shelter ad, a larger-than-life product mock-up is encased in a see-through display, creating a floating illusion to communicate the lightness of the product texture.

The 3D bus shelter ads are strategically placed in high traffic downtown locations in Singapore where they are most likely to capture the eyeballs of young working women, the core audience of the brand.

Freddy Tan Group Account Director, Hakuhodo Singapore said, “The outdoor piece is a crucial part of the total communication mix to drive footfall to stores. The campaign is also supported with a 20 second TV commercial and magazines to reinforce the product message.”

Lee Li Ching Senior Brand Manager, Kao Singapore said, “We are extremely pleased with the creative idea for the outdoor campaign. The creative articulation of the product attribute of lightness encapsulates everything that we seek to deliver.”