Bioré appoints Hakuhodo

Japanese sunscreen brand, Bioré UV Watery Essence has appointed Hakuhodo Singapore to launch a campaign for the product. The campaign runs locally across TV, print and OOH and is on going for the year.For the 3D bus shelter ad, a huge product mock-up encased in a see-through display was created. The display is made to look like a floating illusion to communicate the lightness of the product texture.The 3D bus shelter ads are also strategically placed in high traffic downtown locations in Singapore where they are most likely to capture the attention of young working women, the core audience of the brand. OMD is the media agency for the campaign.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 and reinforce the product message.Bioré UV Watery Essence especially targets Singaporean women because of the extreme heat and humidity in the country. The product is created to provide a SPF50+ protection with watery texture that can be easily absorbed by the skin.Yesterday, Canon also announced the extension of its partnership with Hakuhodo Communications Asia, awarding creative duties for its EOS range for its emerging markets. While the agency also recently launched a campaign for All Nippon Airlines, promoting seamless travel through its Singapore and Tokyo hubs enroute the US.