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Versace launched a campaign with JCDecaux at the iconic Digital Dragon’s Tail media site in ION Orchard, as well as ION Digital Link to promote the “Dylan Blue” fragrance for women.

At the Digital Dragon’s Tail, 16 units of 43” super HD quality digital LCD screens surrounded audiences with the Dylan Blue ad, bound to grab attention coupled with an extended dwell time as it spanned two levels of escalators.

This was against a backdrop of a Versace model, a picture and description of the product, also guiding shoppers to the nearest store in the shopping mall to discover the product. The exposure was amplified by the ION Digital Link network showing the same product and media.