ASIA PACIFIC. Elizabeth Arden has partnered with Chinese illustrator BU2MA and 3D content creator 3rockAR to create a colourful Year of the Dragon omnichannel campaign, starring a friendly Fat Dragon.
The campaign’s slogan ‘7 powerful capsules serum, let your skin glow’ highlights the Elizabeth Arden Capsules Serum, one of its hero products. The activation appears in Hainan and other key airport locations in Asia Pacific travel retail.
The Fat Dragon features prominently in Hainan and has taken over the multi-storey LED screen at the Hainan Tourism Duty Free Shopping Complex in partnership with Hainan Tourism Investment Duty Free. The animation sees the Fat Dragon say hello to passers-by while promoting the seven different Elizabeth Arden Capsules Serums.
Inside the complex, Elizabeth Arden has launched a pop-up at the entrance of Level 1. The Fat Dragon features prominently in the pop-up, which highlights Elizabeth Arden’s skincare heroes. It also offers exclusive gifts with purchase and a photo sticker booth.
At Level 3, Elizabeth Arden has unveiled an interactive play wall which highlights the seven variations of the Elizabeth Arden Capsules collection. These are Retinol Ceramide Capsules Line Erasing Night Serum; Advanced Light Ceramide Capsules Strengthening & Refining Serum; Hyaluronic Acid Ceramide Capsules Hydra-Plumping Serum; Visible Whitening Melanin Control Night Capsules; Advanced Ceramide Capsules Daily Youth Restoring Eye Serum; Vitamin C Ceramide Capsules Radiance Renewal Serum; and Advanced Ceramide Capsules Daily Youth Restoring Serum.
Each biodegradable capsule comes in a precise dosage with a potent waterless formula.
An Elizabeth Arden counter is located around the corner from the play wall. Here travellers can receive Fat Dragon-themed bags for a minimum spend.
The Elizabeth Arden Fat Dragon also features on the shuttle buses that service local hotels and the cdf Haikou International Duty Free Shopping Complex. The OOH shuttle bus takeover features campaign videos onboard, which engage shoppers before they arrive at the complex.
In addition, Elizabeth Arden is running festive videos and Lunar New Year greetings on giant LED screens along corridors and at elevator lobbies. These appear at the cdf Haikou International Duty Free Shopping Complex and the cdf Sanya International Duty Free Shopping Complex.
Outside of Hainan, the Fat Dragon can be seen across several key Elizabeth Arden counters including at Singapore Changi Airport, Taoyuan International and Shanghai Pudong International airport.
Elizabeth Arden Asia Pacific General Manager Yumie Chia commented: “We wanted a friendly, happy dragon with a big smile to bring cheer and laughter to our customers. The Fat Dragon by Bu2Ma has that immediate connection to the heart. It is true that happiness is contagious. We want to spread happiness during a festive period like Chinese New Year.
“There are too many advertisements and video contents everywhere. To stand out from the crowd and get some attention, we knew we had to do it 3D with the dragon literally popping out to say hello.” ✈
