Singapore, 20^th March 2009 – Kicked off early this month, P&G became the first advertiser to launch its out-of-home campaign at both the North and South entrance linkways at the high footfall ION Orchard Linkways located within prime Orchard Road. The campaign, taglined 'CelLucent fairness - Igniting brightness from deep within', aims to create buzz and awareness about the latest whitening skincare launch from Olay - White Radiance

Effectively utilizing the LED glass walls at ION Orchard, playing up a sense of radiance, the creative was conceptualized to bring to life how Olay white radiance brings whitening to a cellular level deep beneath the skin's surface to achieve the coveted true glowing skin for women. The campaign hopes to have consumers talking about the latest product, rushing to buy it in stores and once they try the new product, raving to their friends and family about it.

To ensure that its campaign reaches its target audience, young working women in the City who look out for the best of everything in everything in life, including their skincare, ION Orchard linkways is an ideal platform for Olay to deliver its message. According to Shraddha Vohra, Assistant Brand Manager for Olay at P&G, JCDecaux was the chosen out-of-home partner for Olay campaign because JCDecaux offers an arrary of expertise in out-of-home executions in Singapore.

Media planning duties were wholly undertaken by Zenith Media and the campaign will run until the end of the month.