What a wonderful twist on personalised advertising by Canadian agency john st. for skincare brand, Bioré. Who could resist smiling at a cheeky apparently personal note posted on a massive billboard in a city street that faces directly into the person’s apartment window? Each digital billboard uses Census Ontario data to display the most common names for the apartment complexes they’re facing.
The campaign aims to get people to wash their face before bed (read: use Bioré cleansing products and acne solutions). And it definitely stands out from the usual way of getting young people to look after their skin.
“The problem is universal. But we knew the solution needed to feel personal, since we’re infiltrating people’s nighttime routine,” noted Cam Boyd, creative director at john st., the agency behind the campaign. “That’s why we chose to use a mass media channel in a direct way, creating a billboard that feels like a text from a friend who knows you a little too well.”
“Bioré skincare is all about embracing a ‘skinimalist’ lifestyle. And what’s more skinimalist than removing the day’s build up from your pores before bed?,” stated Monique Milewska, brand manager for the Bioré with Kao Canada.
Billboards in downtown Toronto, and Mississauga are running between 8 p.m. and 2 a.m. until May 16.
And Bioré skincare didn’t stop with these. Knowing that people watch hours upon hours of trending YouTube videos before bed, Bioré skincare also turned its reminders into contextual pre-rolls.
The pre-rolls are running between 8 p.m. and 2 a.m. until June 27 and reference the category of videos people are watching. So, if you’re watching gaming videos into the evening, you might see this:
And if you were watching that scandalous music video everyone was watching and re-watching at the end of March, or award show speeches at the end of April you might see:
For the Quebec market, Bioré skincare used Quebecois pop-culture, creating content that referenced popular Quebec TV shows:
The campaign is part of Bioré skincare’s #Skinimalist platform, which launched in October 2020.
Credits:
Client: Kao Canada (Bioré)
Director of Marketing & Business Development, Kao Canada: Teri Barrigar
Associate Director of Marketing, Kao Canada: Lori Bianchi
Brand Manager, Biore: Monique Milewska
Agency: john st.
Chief Creative Officer: Cher Campbell
Creative Director: Cam Boyd
Associate Creative Director: Natalie Mathers
Copywriter: Maddie Rosenberg
Business Lead: Lindsay Day
Account Director: Jamie Faltl
Account Executive: Emily Sabetti
Media Agency: m/SIX
Associate Director of Planning: Nicole Saab
