L'Oreal Paris Singapore employs star power

L’Oréal Paris Singapore has launched an interactive out-of-home (OOH) panel featuring brand ambassador and local celebrity Rui En.It partnered with Mediacorp OOH Media to produce a six-sheet outdoor panel at the bus shelter in front of Midpoint Orchard as part of the relaunch of their L’Oréal Paris UV Mist.Called “Have Fun in the Sun with Rui En”, the campaign invites the public to meet Rui En on the interactive digital screen. Upon detection of people standing around the interactive panel using motion sensors, Rui En appears, promoting the features of the UV Mist to the public.She invites the public to mimic the action of applying the UV Mist by waving along with her, and an SG$9 discount awaits the user at the end of a successful interaction through the snapping of the barcode.In addition, L’Oréal Paris Singapore held a creative photo contest involving the panel on their Facebook and Instagram pages, where the public can stand to win a limited edition UV Mist engraved with Rui En’s signature.“We are excited to partner OOH Media to bring L’Oréal Paris onto the streets to educate people on the importance of sun protection, and create numerous personal engagement opportunities for the public to interact with our brand,” Heng Xue-Li, senior product manager of L’Oréal Paris Singapore said.“By combining our technology in an outdoor setting with Mediacorp’s star power, we enabled the campaign to not only have an effective call to action through extending the product’s point-of-sale promotions, but also amplifying it and generating a talking point amongst the public and fans,” Henry Goh, head of OOH Media said.