KOSÉ Singapore launches Cinderella-themed campaign

KOSÉ Singapore has tied up with Disney Pictures’ signature property, Cinderella, to celebrate the SEKKISEI range’s 30th anniversary.

“With this partnership, we are seeking to leverage on the SEKKISEI range’s 30th anniversary, as well as KOSÉ’s tie-up with Disney’s Cinderella, to promote the SEKKISEI range and reach out to a new target audience – upwardly mobile young Singaporean women. The key thrust of our messaging is that KOSÉ SEKKISEI makes Wishes Come True for all modern-day Cinderellas,” Dana Goh, marketing manager of KOSÉ Singapore, shared.

The campaign launched on 2 March and will continue for the subsequent four weeks. Users are encouraged to go to @kosesg on Instagram, where they can answer a simple question or regram an image for a chance to win up to $10,000* worth of prizes, including a trip for two to Japan, Limited Edition SEKKISEI Cinderella products, and movie tickets to catch Cinderella in theatres. Consumers are also driven to visit the www.sekkisei30th.com/sg where they will see more SEKKISEI 30th anniversary promotional treats, beauty tips and exclusive video clips for the rest of the year.

To drive mass awareness, out-of-home media have been deployed in key areas around the island to complement print and digital efforts.

Cinderella is a 2015 British/American romantic fantasy film directed by Kenneth Branagh, with a screenplay written by Chris Weitz. The film is scheduled for release on March 12, 2015.

Tanner Nagib, regional client service director of Hakuhodo Singapore, KOSÉ's creative agency for the campaign, said:“We have assembled our best talent to design and curate this promotional effort. The KOSÉ Singapore Marketing team has been incredibly collaborative. We have planned an integrated campaign including print and cinema advertising, MRT platform stickers at Dhoby Ghaut, Tampines and Woodlands to capture the transit audience. Street activation in April will further support our digital efforts.”