McCann Worldgroup Thailand agencies, McCann, MRM And CRAFT have worked together to launch this digital OOH campaign to raise awareness of L’Oreal’s UVD Invisible Serum in that market.
The OOH campaign is running through the months of March and April in the Em District in Bangkok and across the BTS Skytrain and complements an on-the-ground activation in the Em District, hosted by L’Oreal. There is also content for street pylons and additional digital videos for social media.
The highlight of the OOH is a 3D billboard dominating the EmSphere shopping mall.
A ‘fake’ OOH campaign, created by CRAFT, is running on social media to further extend the reach of the billboards.
“Together with McCann Worldgroup, we achieved the creation of the first full O+O campaign on L’Oreal Paris UV Defender Invisible Serum, setting new standards of activation with the first global and local beauty squad, the first OOH experience at the new premium shopping destination, Emsphere, and the first OOH 3D content among L’Oreal’s cosmetic brands. We created locally relevant awareness and consideration content, bridging offline and online together. This campaign is as golden as our partnership with McCann Worldgroup, thank you for making this possible,” said Elvire D’Ussel, L’Oreal Paris Skincare Brand Business Leader for L’Oreal Thailand.
Romain Lorilloux, Regional Creative Director, L’Oreal, McCann Worldgroup Thailand, said: “Through collaborations between McCann, CRAFT and MRM, L’Oreal Paris UV Defender’s digital activation campaign is an exciting yet challenging project, with great opportunity to prove our McCann Worldgroup network’s capabilities. With our close partnership with L’Oreal Paris team, we created the high quality assets and campaign within a critical timeline to generate the first-time ever experience across the consumers’ journey from O2O2O. It is our absolute pleasure to be part of this success.”
Credits
Client: L’Oreal Paris
Agency: McCann Worldgroup Thailand
Production Agency: Craft
Regional Creative Director – McCann: Romain Lorilloux
Associate Creative Director – McCann: Daniel Fattorini
Head of Production – CRAFT: Andrea Ferronato
Group Account Director – CRAFT: Anastasia Djedjeia
Group Business Director – McCann: Narisra Akrapitak
Account Director – McCann: Praewlampao Sukpanichnant
Director – McCann: Romain Lorilloux
Production House: TA Prod
Online Production and CGI: Bloom Film
