Korean beauty brand Laneige has taken to the streets of Singapore to raise awareness for its product, the BB Cushion Pore Control.
Featuring a compilation of morning to night city scenes, the large scale display mounted on the rooftop of the bus shelter outside Tangs Plaza on Orchard Road communicates how the BB Cushion Pore Control lasts all day and keeps a woman’s make-up looking fresh.
Another element of the ad includes the 3D “BB bubbles” which represents the special BB cream in the product that gives the cream a long-lasting finish. This message is complemented by the “Lasting Freshness” phrase printed on the ad as well.
In conjunction with Laneige’s 3D flagship, a Laneige exclusive pop-up store has been set up at Tangs Plaza from 14 August to 26 August 2015. This will help Laneige reach out to passers-by and drive traffic in-store as the shelter is along a strategic path-to-purchase.
Henry Goh, head of MediaCorp’s OOH Media said, “The Laneige campaign is indicative of how our 3D flagships can be use d to highlight special features of a company’s product and how street furniture can play a role in extending the brand experience. More notably, it can engage the audience along strategic paths-to-purchase whilst captivating the audience’s mindshare in tandem with last mile marketing efforts.”