JJVC launches integrated campaign for Acuvue Define; enlists Jesseca Liu as brand advocate

To span multiple platforms such as print, television, digital and out-of-home advertisements, the brand has endorsed Singapore celebrity, Jesseca Liu, as its first local brand advocate, who will front this year’s campaign, which includes a series of above-the-line and below-the-line marketing efforts in the country.

To reach out to successful women who aspire holistic and healthy lifestyles as well as women who embrace their authentic and natural beauty, the campaign shows how 1 Day Acuvue Define brings out the best in every woman, in addition to its product innovations and eye health benefits.

Its primary target audience is female professionals aged 24 to 34, such as first jobber, young PMEB, who is savvy, fashionable and selective of brands. Its secondary target audience, meanwhile, is female teens aged 18 to 23, who is trendy and fun, experimental and enjoys an active lifestyle.

The campaign will be run from 8 May to 31 July.

JJVC engaged Weber Shandwick for its public relation activities, OMD as media agency, Free Flow Productions for TVC, MRM for digital duties, Plum Advertising for OOH works and McCann Worldgroup Singapore for print creative.

Nick Handel, MD at MRM Worldwide Singapore, said the campaign aims to create strong word of mouth in consumers, media and trade space, and subsequently making 1 Day Acuvue Define a desired product among the Singaporean women.

He added that JJVC aims for Define to be No.1 in the beauty enhancement lens (Daily + Reusable) in Singapore by December, and it is also expecting more aggressive competition with new players in the Beauty Enhancement lens market this year.

“The way we look at someone can communicate many things, including interest, affection, hostility, or attraction. This natural form of communication is a powerful factor in determining how other people respond to us. Can your eyes bring out the right impression you want to make? Test your powers of impression and see if your feelings can shine through without words!” he added.

Liu made her first appearance last week at “The Art of Eye Beauty” – a unique media event celebrating her official unveiling as the brand advocate.

Bebe Teo, general manager, Singapore and Taiwan, and regional key account director (Asia Pacific) of JJVC Singapore, said, “We are pleased that we have engaged someone who not just looks good but also strongly resonates with our brand. As an actress, model and businesswoman, Jesseca adopts multiple roles in life. Yet, she is able to balance her work, family and friends and lead a holistic lifestyle.”

She went on to say that the collaboration with Liu has been a breeze as she is already familiar with the brand, being a wearer since 2005.

JJVC will run a television commercial on cable and free-to-air channels, and co-sponsor Liu’s upcoming drama on Mediacorp Television, Yours Fatefully.

Print advertisements will be placed in Singapore’s top female and lifestyle magazines. The digital component, meanwhile, consists of digital banners, and an interactive application on Facebook to engage the public via the submission of pictures of themselves in a range of different expressions.

Users are able to rate the submission by selecting the picture that best communicates the expression. There will also be tips on how best to communicate to create a good impression.