Singapore, 8th May 2007 - Are you concerned about dark, patchy skin tone? Is that keeping you from looking youthful? Olay has the answer to your beauty woes! P&G has partnered with JCDecaux to promote the launch of its new Olay White Radiance Intensive Whitening skin care which commenced on 26th April over a 4-week period.

The campaign, which was targeted at all females who desire to achieve and maintain fair skin complexion, dominated Cathay Cineleisure Orchard premises with creatives plying levels 4, 5 and 6 such as hanging mobile, standees and posters as well as mirror advertising on all female washrooms. An event space, which was set up on Saturday for two days outside Cheers outlet at the Cineleisure building, displayed the new product range and encouraged shoppers to test their skin condition using the skin analysers with beauty advisors onsite to assist. After the test, shoppers can ‘experience’ the star product, White Radiance Cream, and purchase this 75ml bottle at a mere S$5.00 each. Inside the building, product sampling exercise was also conducted on levels 5 & 6 to get the masses to try the product over the weekend for fours days. Not forgetting the unique opportunity to capture the attention of a captive mass audience, P&G also launched 30 seconds on-screen advertising at Cathay cinemas. Essentially, the objective of the entire campaign is to create hype and awareness for the new Olay White Radiance and expand the customer base.

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