Kao Bioré UV Perfect Spray
"Real-time Sun Protection Alert!"
The Challenge:
More than 65% of women in Singapore do not use sunscreen, even those who wear sunscreen do not reapply it during the day when they are outdoors. UV protection is alarmingly low, even though it is common for the UV Index in tropical Singapore to reach "Very High to Extreme levels" on most days.
How do we encourage them to be sun smart, and to apply and reapply sunscreen for better protection against UV damage?
Strategy:
We utilised outdoor digital display screens across Clear Channel Play panels in high traffic areas where our target audience is exposed to the sun. These panels alert them to the dangers of the high UV Index levels and drive home the importance of UV protection throughout the day.
Execution:
Client: Kao Singapore
Execution:
Our digital display panels featured Real-time UV Index readings from The National Environment Agency (NEA) with timely sun protection messages that changed according to the intensity of the UV rays. This direct and realistic approach created a better awareness of the need for sun protection throughout the day.
Results:
As a sunscreen brand, Bioré achieved its highest ever market share of 15.9%, boosting its position as the No.2 brand in Singapore’s UV market for April 2016.
Client: Kao Singapore
Agency: Hakuhodo Singapore
Copywriter: Michelle Lum
Art Director: Patrick Ng, San Roye
Copywriter: Michelle Lum
Art Director: Patrick Ng, San Roye
Media Agency: UM Worldwide Singapore
