DHC takes to event marketing

Hong Kong - DHC, a Japanese skincare cosmetic brand, has kicked off a print campaign in female magazines with a call to action aimed at attracting females aged 20 years and over to attend its roadshows held over this weekend. 

The campaign ties in with DHC's slogan translated as "Understand Me, Pamper Me" aimed at highlighting to working women and mum's the importance of taking care of themselves so that they would become more confident.

The roadshow will be located at Causeway Bay and Tsim Sha Tsui and will feature a DHC mini-van where the company will actively recruit ladies who are keen to win a seven day free trial treatment consisting of facial and cosmetic courses at the company's training centre. Cable TV will also be on location to shoot the roadshow.

The print advertisement appeared on TVB Weekly, Fashion & Beauty, MORE & ME magazines.

The creative was handled in-house while OMD handled media buying and planning duties.