Dettol and PHD partner up to bring Japanese Sakura experience to HK

Reckitt’s brand Dettol and media agency PHD have joined forces to bring a delightful Sakura experience from Japan to consumers in Hong Kong with the latest media campaign.  

Given the busy lifestyle of working Hongkongers, Dettol aims to provide consumers a moment of respite through a captivating campaign that allows individuals to immerse themselves in the Sakura atmosphere and experience a sense of tranquility.  

To bring this to life, Dettol collaborated with a local illustrator, Wingki Kwok, to transport consumers to the beautiful spectacle of the much-beloved Japanese Cherry Blossom Season.  

Inspired by the popular Japanese Sakura season, the campaign features the Dettol ProSkin Sakura Series, which goes beyond its trusted germ protection to indulge everyone in skin moisturisation and sweet scent of Sakura. The series aims to provide a multipurpose and unique solution that caters to complete wellbeing.  

The campaign aims to raise awareness of the Dettol ProSkin Sakura Series by highlighting the advantages of the formula used to ensure germ protection and the fact that these products are free from Parabens, Mineral Oils, and Silicones to keep bodies and hands moisturised and clean.  

To optimise brand awareness, PHD has executed a thoroughly crafted media strategy to excite beauty enthusiasts in Hong Kong, aiming to deliver moments of tranquility during various moments in the consumer journey across multiple media touchpoints. 

This includes transforming an MTR train on the Island Line from now on to 27 March into a Sakura train, as well as bus body advertising, ensuring widespread exposure and lasting impact.  

The campaign also effectively engages online audiences by leveraging digital channels and social media platforms. Collaborations with influential KOLs in the beauty industry aim to further bolster credibility and amplify the campaign's reach and engagement.  

Promotion on certain Dettol personal care products is available in online retail channels, including Mannings, ParknShop, Watson's, and Wellcome.  

"We are thrilled with the immersive and captivating experience that our campaign has created for the Dettol ProSkin Sakura Series across multiple media touch points. It truly brings the essence of the products to life and highlights their skin moisturisation benefits with scientific backing. Through various channels, we are showcasing all that the ProSkin Sakura Series has to offer," said Terri Tsang, head of marketing of Reckitt Hong Kong.  

“Our collaboration with Dettol demonstrates the power of combining outdoor and digital channels to engage and bring new experiences to life in Hong Kong. Through strategic placements and influential partnerships, we have created a captivating and immersive campaign that transports audiences and leaves a lasting impression.” Elaine Yung, business director, PHD.  

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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