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Teaming up with Wavemaker by GroupM and JCDecaux Cityscape, Darlie launched a campaign featuring Cantopop heartthrob Keung To to raise awareness of its new Double Action Fresh Protect Toothpaste. The brand transformed a bustling Bus Shelter located in front of SOGO in Causeway Bay into a 4D experience zone with a unique photo spot, inviting fans to take selfies with their idol.
At the Bus Shelter, Darlie hosted a virtual meet and greet. Fans and passersby were invited to take selfies with a virtual representation of Keung To displayed on digital screens. Participants were encouraged to share their selfies on social media and tag with Darlie's social platform. As an additional incentive, attendees received a complimentary sample of the new toothpaste.
To further enhance the sensory experience associated with the new toothpaste, the Bus Shelter was equipped with a refreshing mint aromatic dispenser, amplifying the impact of the campaign.
Nina YipIn April, a series of events celebrating Keung To's birthday took place in Causeway Bay. These events attracted a significant number of Keung To's fans and passersby. Inspired by this, we came up with the idea of creating a photo spot at the Causeway Bay SOGO Bus Shelter, featuring our brand ambassador Keung To and driving online exposure. The overall creative execution including the aromatic dispenser perfectly aligns with the unique selling proposition of our product.
Marketing Manager of Hawley & Hazel Hong Kong
Kenix LaiOur latest outdoor advertising launch has been a resounding success, truly breaking through the clutter of traditional bus shelter ads. By engaging all five senses, we've created an immersive brand experience that doesn't just capture attention - it induces active engagement with the product itself, leading audiences to sense the freshness of Darlie Toothpaste. This innovative approach is hitting our target audience at precisely the right moments and locations to drive maximum awareness and impact. It’s more than just a dazzling display - it brings our core creative idea to vivid life as part of a holistic, integrated media strategy.
Managing Partner of Wavemaker
