Estee Lauder's virgin ads on SMRT

Singapore - Estee Lauder has launched an integrated campaign spanning from print ads, magazines insertions, and interactive ads as well as harnessing OOH, to launch its latest foundation.

The OOH campaign, completed through its first partnership with SMRT Media, started running on 2 October and can still be seen on SMRT train window stickers till 29 October.

They are aimed at women between 25 and 45 to inform and educate consumers on Estee's foundation wear as well as introduce its ‘Double Wear Light Stay-in-Place makeup SPF 10'. Ad Planet Group's O2 Advertising is the creative agency in charge of the campaign.

"Outdoor advertising has always been an important part of a larger integrated campaign.  SMRT Media not only offers the reach and the right target audience, it has the environment that provides a platform for our communication, " Estee Lauder Cosmetics' brand GM, Jo Yong, said.