Elizabeth Arden presents a 3D anamorphic popup campaign featuring their range of iconic capsules serum.
It is a majestic dragon year, alongside with Elizabeth Arden’s powerful Chinese New Year campaign slogan, featuring their range of highly celebrated iconic capsules serum, “7 Powerful Capsules Serum, Let Your Skin Glow”.
The eye-popping campaign features a 3D anamorphic video content created with 3D content creator, 3rockAR. All campaign contents feature the friendly and amicable Fat Dragon, a character created and illustrated by Chinese Artist, Bu2Ma. The campaign is presented 360° online and offline in the Elizabeth Arden Asia Pacific Travel Retail channel.
A difference from the usual stern and serious-looking traditional dragons, Elizabeth Arden x Bu2Ma’s Fat Dragon has an almost immediate likeable and inviting persona. On the choice of collaboration with Bu2Ma, Yumie Chia, General Manager of Elizabeth Arden Asia Pacific, shared, “We wanted a friendly, happy dragon with a big smile to bring cheer and laughter to our customers. 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. “
A myriad of Elizabeth Arden’s Chinese New Year activations are taking place in Hainan. The giant LED screen at the entrance of Hainan Tourism Duty Free Shopping Complex (operated by license holder Hainan Tourism Investment Duty Free Co with the co-support partnership of Lagardère Travel Retail) showcases the 3D anamorphic popup of Fat Dragon and its 7 Elizabeth Arden Capsules serum. On the choice of a 3D video content campaign, Yumie Chia further elaborated, “There are too many advertisements and video contents everywhere. In order 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.”
Upon entering the shopping complex, drop by Elizabeth Arden’s Chinese New Year popup booth right next to the entrance at Level 1. It is a festive looking place to stock up some of Elizabeth Arden’s iconic products; grab some photographs and step into an exclusive photo sticker booth for more selfies.
Step up to Level 3 of the same building to learn more about Elizabeth Arden’s 7 powerful capsules serum at the Fat Dragon themed play wall. The 7 powerful capsules serum 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 waterless formula which is pure and potent.
After learning about the capsules serum at the immersive learning play wall, step into Elizabeth Arden’s counter just round the corner to get exclusive Fat Dragon collaboration bags with qualifying purchases.
On the roads of Hainan, the shuttle bus service between hotels and cdf Haikou International Duty Free Shopping Complex is also joyously cladded with Chinese New Year greetings from Elizabeth Arden and Fat Dragon. Given the opportunity to view Elizabeth Arden advertisement videos on board the shuttle bus, customers would be able to start making their pre-purchase plans prior to reaching the duty free shopping complex.
Elizabeth Arden’s Chinese New Year branding takeover continues within cdf Haikou International Duty Free Shopping Complex as well as cdf Sanya International Duty Free Shopping Complex, whereby the brand’s festive videos and Chinese New Year greetings can be easily spotted on giant LED screens along the corridors and at lift lobbies.
Similarly, the happy imageries of Fat Dragon can be seen in many other duty free counters of Elizabeth Arden across Asia Pacific, such as Singapore Changi Airport, Taoyuan International Airport and Shanghai Pudong International Airport.
