JCDecaux SA has upgraded its iconic Digital Dragon's Tail media site in ION Orchard, in a bid to offer advertisers and shoppers a more impactful and immersive brand experience. This will see the upgrade of all 16 units of digital LCD screens in terms of viewable screen area.
LANEIGE is also the first brand to come on board the upgraded offering, through the launch of its "Real Me, Real Perfect" campaign on 9 March 2018. Similar to the brand's other digital sites in ION Orchard, the screen is powered by its proprietary SmartContent content management system with unique capabilities for dynamic contextual advertising.
Most recently, LANEIGE has revealed Korean actress You-Jung Kim to be its next ambassador after a decade of working with hallyu star Song Hye Kyo. This comes as Song moves on to become the next ambassador of Sulwhasoo, which also falls under AmorePacific, the parent company of LANEIGE. The move was confirmed by Song in a recent Instagram post.
In February this year, the brand had signed exclusive partnerships with LTA and Raffles City Shopping Centre, giving the brand access to 1,459 bus shelters across Singapore, as well as exclusive marketing rights for Raffles City's new digital LED screen, the Raffles City Digital Gateway.
Last year, JCDecaux also extended its exclusive partnership with Changi Airport Group (CAG) for the airport's new Terminal 4. A range of advertising media assets were revealed, including hanging LED screens, lightboxes and digital screens enabled with the brand's Dynamic Solution.