Juicy Couture has partnered out-of-home advertising company JCDecaux to launch its latest fragrance, Viva La Juicy Rosé.
This is via JCDecaux’s digital, static and 3D displays, particularly throughout the 45-second dwelling period on the escalators at ION Orchard, Digital Dragon’s Tail advertising site. This is JCDecaux’s second showcase with customised 3D displays installed at the Digital Dragon’s Tail. The spot being played features Victoria’s Secret angel Candice Swanepoel.
“ION Orchard has a strong foothold of 4.2 million shoppers a month, and the massive advertising space at Digital Dragon’s Tail allows us to be creative in simulating a whimsical garden oasis with the special use of 3D flowers display for maximum brand exposure,” Carolyn Ong, regional marketing director of Elizabeth Arden Asia Pacific said.
In addition to the campaign, geo-targeting has been implemented to target shoppers within ION Orchard, especially the Digital Dragon’s Tail. Messages are sent directly to the point-of-sales for them to redeem a fragrance sample.