French cosmetics company L'Oreal Paris Singapore has commissioned an interactive six-sheet panel with Mediacorp OOH Media at the bus shelter fronting Midpoint Orchard to virtually send its message "Have Fun in the Sun with Rui En" to commuters.
As the company relaunches the UV Mist, which is dubbed as the first spray-on face sunscreen, the six-sheet panel serves as an invitation to the public to meet and greet L'Oreal's newest brand ambassador Rui En on the interactive digital screen.
"We are excited to partner OOH Media to bring L'Oreal 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 for L'Oreal Paris Singapore, said.
According to Mumbrella, when people are detected near the interactive panel, Rui En will appear introducing the UV Mist to the public, and then she will urge the people to mimic her steps on how to properly apply the UV Mist by waving along with her.
After a successful interaction, people can snap a photo of the barcode presented on the screen, which can be used to enjoy a $6.60 discount off the UV Mist in select stores including Guardian, Watsons, and Sasa Stores Islandwave.
So far, the interactive outdoor campaign, which will run until June 15, has been welcomed and has attracted not only Rui En fanatics but also youngsters and tourists who pass by the area.
Other than the chance of digitally meet singer Rui En, L'Oreal Paris Singapore is also holding a creative photo competition involving the panel on its official Facebook and Instagram pages. Winners could get the chance to win a limited UV Mist edition with Rui En's engraved signature.
"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, OOH Media Head, said.
