Hoyu Singapore invited us to pitch for the launch of their new grey coverage hair dye, Cielo Cream.
We won the pitch and delivered a fully integrated campaign including TV, OOH, online, social media, in-store and promotional events.
We decided to emphasise the product’s ‘made in Japan’ credentials with a campaign that incorporated Japanese language, voice over and model to communicate the product’s innovative easy to use applicator.
Webpage
Within a month of launch we had broken all sales targets and turned Cielo into one of Hoyu’s most successful products. Two years later Hoyu decided to expand the Cielo range with Cielo Milky, building on the now well established Cielo brand.
Now both Cielo Cream and Cielo Milky are top sellers, outselling well known international brands such as L’Oreal and Revlon.
Our relationship with the Hoyu client has grown to be one of the most satisfying for the agency due to a mutual respect and trust, earned through thorough examination of the client’s needs and delivery of highly effective creative.
Agency: Frontage Asia
Creative Director: Steve Chung
Copywriter: Steve Chung
Art Director: Oketani Takeshi
Creative Director: Steve Chung
Copywriter: Steve Chung
Art Director: Oketani Takeshi