Cineleisure fair game for Olay

Singapore - Olay has launched an outdoor campaign on JCDecaux's network at Cathay Cineleisure Orchard to raise awareness of its new skin care product range.

Targeted at females, the campaign runs over a four-week period till end May and occupies Cineleisure's fourth to sixth levels. Marketing executions include hanging mobile, standees and posters and mirror advertising on all female washrooms, 30-second on-screen advertising at Cathay cinemas, event marketing initiatives outside Cineleisure and indoor product sampling exercises.

"Cathay Cineleisure is a platform for P&G to create buzz for its new Olay skin care series because the precinct attracts a spread of female targets to the mall as well as a high footfall shoppers", Elise Yan, marketing and research executive of JCDecaux Singapore said.

Media placement duties were handled by Zenith Media while Catapult Advertising oversaw creative responsibilities.