CeraVe turns MRT commute into a glow-up moment

CeraVe has brought its dermatologist-developed range directly to commuters with a playful vending machine activation at Harbourfront MRT.

The initiative, part of the brand’s “Demanded by skin” campaign, aims to drive awareness, engagement and product trial. It was created in collaboration with Ignite DM, alongside partnerships with Publicis Media and DOOH firm Billups. 

At Harbourfront MRT, commuters encounter a giant wall illustrating dry skin, which guides them to a CeraVe-branded vending machine. By providing their details and answering a short skin-type survey, they trigger a QR code that, once scanned, releases a free sample for them to try.

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The vending machine reflects CeraVe’s goal to break away from traditional sampling methods and create a memorable consumer touchpoint. It was chosen to convey convenience, surprise and delight, values that resonate with commuters and align with the brand’s approachable ethos.

High-traffic environments like MRT stations, where consumers are open to quick, engaging experiences, made the activation a natural fit. Harbourfront was specifically selected for its strategic location as a gateway to both retail and leisure, ensuring strong visibility and diverse audience reach.

“CeraVe is dedicated to ensuring dermatologist-developed skincare is accessible to all. Our activation at Harbourfront allows us to raise brand awareness and connect directly with consumers. Through this initiative, we invite individuals to personally discover and experience the benefits our products offer," Natalie Goh, marketing director, CeraVe told MARKETING-INTERACTIVE. 

In tandem, Oon Khim Boo, director at Ignite DM said the campaign demonstrates how creativity and convenience can come together to drive meaningful consumer engagement. 

"By placing CeraVe at the heart of daily commutes, we’ve created a memorable brand moment that sparks trial and conversation," he added. 

In 2024, took a fake out-of-home (FOOH) approach to announce its arrival into the Singapore market. In one of the video ads for the campaign, the shadow of a giant-sized bottle of CeraVe's moisturising lotion is seen flying over the Singapore flyer. The lotion bottle later peeks out from behind from the Marina Bay Sands building.

The bottle then flies above and circles the building before landing on the ground. A giant tub of CeraVe's moisturising cream joins the bottle too. At the time, Hazel Koh, marketing director of L’Oreal Dermatological Beauty Division MYSG told MARKETING-INTERACTIVE that the initiative underscores CeraVe's unwavering commitment to innovation and its dedication to drive accessibility of science-backed solutions. 

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