Dettol brings Japan to Hong Kong with murals and roving Sakura-themed trucks

With travel restrictions still in place, Dettol launched a campaign to bring Japanese elements to the city given the country is one of Hongkongers' favourite travel destinations. The campaign, which was launched last month, runs until 12 January across online and offline touchpoints. 

The campaign, conducted in partnership with Purple Cow Communications, saw the collaboration with several local famous artists, such as Pei Chung, Omni Art and Noble Wong, to create “Winter Sakura Paths”. With the theme of winter and cherry blossoms, three murals depicting Mount Fuji, snowy cherry blossoms and a grocery store reminiscent of the Showa Era have been created, bringing the sceneries of Japan to West Street and Shing Wong Street in Sheung Wan.

The three sakura-themed murals, including Under Mount Fuji by Pei Chung, Snowy Cherry Blossoms by Omni Art and Everyday Life by Noble Wong, were designed to offer visitors a world of vibrant colours and help them recall the sweet and touching memories of their previous trips to Japan during the cherry blossom season. 

Dettol said the murals are part of the campaign that is aimed at promoting its Proskin Skincare Sakura Blossom Shower and helping customers stay "connected" to Japan with the sweet scent of cherry blossoms. In addition, Dettol also offers an Instagram AR filter “Cherry Blossoms in Winter”. The filter adds a petal falling effect to the backgrounds that are in line with the murals, echoing the cherry blossom scenery in Japan.

The brand also arranged a Sakura-themed truck to travel around the city in December. By checking-in in front of the three murals on Facebook or Instagram, visitors can obtain a set of three limited edition mural postcards, a Proskin Skincare Sakura Blossom Shower coupon and join a lucky draw. 

Dettol also recently collaborated with ViuTV reality show King Maker IV to promote its new shower cream and hand sanitiser. With more brands entering the personal hygiene territory, Dettol aims to solidifying its position in its latest media campaign with PHD. With young female consumers being Dettol's target audience, PHD captured the show's premise as an opportunity for Dettol to support and protect the contestants' physically demanding and close contact environment through Dettol’s hygiene products.

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