The campaign runs from 7 April to 4 May across 50 Clear Channel Play panels and 75 six-sheet posters positioned at key locations in the Spree network. It aim to reach women aged 20 to 39.
The 50 digital 'Play' screens use the contextual trigger of weather and time of day, displaying hourly readings of UV levels to reinforce the importance of sunscreen benefits and remind that sun protection is necessary throughout the day (see below).
The readings are pulled from the National Environment Agency’s website, which provides the ultraviolet index (UVI).
Chua Hui Min, brand manager at Kao Singapore, said the bus-shelter panels “are impactful” in demonstrating the efficacy of the product within the natural environment of commuters.
“This enables us to effectively reach a large audience, to educate them on the damaging effects of the sun’s ultraviolet (UV) rays and the importance of using sunscreen,” she added.
IPG Mediabrands is the media agency behind the campaign, while Hakuhodo is the creative agency.