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Challenge

To help Shiseido reach out to a very specific group of target audience – the Chinese to boost Travel Retail sales in Thailand

 

Insight

Chinese millennials are influenced by the digital initiatives from brands. Being digital natives, they respond positively to technology, and they tend to steer clear of traditional advertising while valuing fun, visual and social interactions.

Creative Business Solution

We wanted to bring to life the different facets of Thailand’s beauty. We enlisted the talents of Thai artist Riety Darisa K. to bring alive these aspects through her detailed and delicate art style. To capture the Chinese millennials, we got Chinese fashion and lifestyle blogger Magic Yang to experience Thailand with Riety as her guide, exploring the beauty of Thailand through their eyes.

 

Magic posted exclusive behind-the-scenes pictures of her trip to announce her involvement and shared the film across her hugely popular Weibo and WeChat accounts. Riety also created exclusive Thai-themed travel retail packaging and participated in designing  the activation booth that was held in Bangkok.

 

We produced a photo booth installation which allowed travellers to personalise their photos with Riety’s Thai-inspired visuals which were then printed onto customised luggage tags.

 

The integrated campaign was further supported by microsite, mobile, digital and social media creative work.

Results

We drove over 2.6 million page views, and over 3.6 million video views across Magic Yang’s and King Power’s social media platforms. Shiseido’s sales achieved more than 40% growth as compared to previous year, during the 2 month campaign period.

Shiseido travel retail

Beauty

2017