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Kao Singapore finds creative ways to promote sunscreen

Kao Singapore has launched a new campaign called ‘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.

The campaign created with the help of Hakuhodo Singapore and IPG Mediabrands runs across both print and OOH platforms.

For its OOH executions, the brand leverages the contextual trigger of weather and time of day to deliver the right message at the right time and place and educate customers on the vital importance to protect their skin from the sun. Hourly readings of UV levels are displayed across Clear Channel Play digital screens to reinforce the importance of sunscreen. 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 three 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.

“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 said.

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