Beauty brand SHISEIDO has launched a mega integrated marketing campaign in Hong Kong under the overarching theme of “From life comes beauty(讓生命 資生美)”.
The extravaganza campaign encompasses thematic advertising, a metaverse-inspired virtual event and omni-channel experiences to celebrate the timeless pursuit of beauty that connects the brand’s past, present and future.
Launched in July this year, the campaign aims to bring the brand story to life through omni-channel communications and personalised experience, along with a locally produced thematic video featuring four members of the Hong Kong boy band MIRROR to bring the audience on a journey through time – from the past to the present and to the future.
The lead-off video shows the quartet in a lavishly appointed train carriage that evokes the golden age of luxury rail travel of a century ago. The ravishing visuals provide a fitting backdrop to the four idols’ epic adventure as the train sets off from Ginza, the brand’s birthplace.
It proceeds to carry them through to the present and finally a spectacular future in an apt time travel analogy that links heritage and innovation. The campaign is also the brainchild of independent creative agency Narrow Door.
The campaign got underway with the launch of SHISEIDOVERSE: 150 YEARS TO THE FUTURE, the web-based beauty metaverse in Hong Kong. Created by digital agency Pontac, it spans a series of personalised engaging experiences with virtual ambassadors from three different eras -- Mr. SHISEIDO of the present (four members of MIRROR), Miss SHISEIDO from the past and Meta SHISEIDO from the future.
The campaign also features Power Capsule, which invites customers to choose their favorite virtual ambassadors as guides and companions as they experience SHISEIDO’s famed “Omotenashi” service, which is a tradition of hospitality that puts the customer at the heart. They can also create their own Camellia Avatar, a personalised digital collectible uniquely generated with the chosen Camellia, symbol of SHISEIDO, and virtual ambassador.
Furthermore, Alive Beauty Lab showcases customers’ most beloved products, each complemented by an engaging video presentation by the selected virtual ambassador that helps drive traffic to the SHISEIDO eShop of HK, in a playful way for a beyond-typical e-commerce transaction experience.
Customers can also take the Ginza Walk, an animated game that offers a look back at SHISEIDO’s milestones and most iconic products. SHISEIDO Metaspace features six virtual ambassadors’ fanspaces with exclusive photos and videos, an AR camera that generates photos of individual customers with a selected MIRROR member for supporting user-generated contents, and treasure hunts with surprise gifts. Customers can earn Power (event points) by taking part in the virtual event and redeem limited edition gifts.
Gloria Ho, vice president of Shiseido Hong Kong, said, “Brand SHISEIDO is rooted in the past yet grounded in the future. We have been dedicating to build the amazing connection between beauty and life, through the customer-centric strategy, digital transformation and innovation backed by the advanced research & development in beauty.”
“We wanted to create a superior omni-channel customer experience in this remarkable moment of the 150th Anniversary that would do justice to this extraordinary. The use of state-of-the-art technology in this multi-faceted, customer-centric campaign would further bolster our ongoing effort to recruit millennial and Gen Z customers,” Ho added.
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