Singapore, 24th March 2007 - P&G showcased a media-first outdoor campaign on JCDecaux’s network which commenced on 22nd March for 4 weeks.

Cathay Cineleisure Orchard, located in the heart of Orchard Road and voted as Singapore’s favourite cinema, was one of the chosen cinemas by P&G to promote the launch of Clairol Herbal Essences new variant, Citrus Lift. With a high footfall of female patronage at the Cineleisure, Clairol Herbal Essences Citrus Lift dominated the building with ambient advertising via eye-catching of visuals such as stickers on the washrooms’ mirrors, cinema hall doors, hanging mobiles, standees near box office areas as well as letting audiences experience the wonderful Citrus Lift™ fragrance via scent dispersers. These automated scent dispersers found in the cinema halls and in the lavatories of the halls infuse the halls every 15 minutes with the new refreshing, citrusy scent by Herbal Essences. The aim was to create an experience to allow consumers to smell the new hair care scent to induce a stronger and positive association to the product.

According to Aubrey Young, Media Manager at Procter and Gamble Singapore, "We are very happy to have Cathay Cineleisure as one of our partners in this clutter-breaking execution for Clairol Herbal Essences Citrus Lift. This ambient execution is innovative and breakthrough, helping us to better connect with our consumers. I'm really looking forward to getting favorable feedback and responses from the audiences on their experience with Clairol Herbal Essences Citus Lift™ in the cinemas."

"We are truly excited to be part of this media-first campaign with P&G. Given the conducive environment to launch a test trial or to inform the public of a new product such as Clairol’s new hair care variant, it not only attracts the consumers’ attention but also successfully marries visual and olfactory communication to perfection." adds Elise Yan, Marketing and Research Executive of JCDecaux Singapore.

The media placement duties were handled by Zenith Media while the creative was crafted by Catapult Advertising.