Watsons Water targets Farenheit fans

Hong Kong - Watsons Water has launched a tactical campaign to promote its sponsorship of the Taiwanese band Farenheit's concert to be held in Hong Kong and Guangzhou in October this year. 

The campaign, created Grey Hong Kong, aims to reinforce the brand's "Cheers for life" slogan as it repositions from its previous "purity" tag.

The 15 second spot titled "dreaming of Farenheit" features a group of youngsters suffering from extreme heat while on a quest through the dessert and one of them thought she saw the popular Taiwanese band waving at them.

When she dashed toward her ‘idols', she realised it was an illusion and there were cactuses. Just then, Farenheit appeared and told them to drink Watsons Water and they would have their dreams of seeing the band live in person come true.

The TVC aired early this month in Hong Kong and kicked off last week in Guangdong on terrestrial TV, which is supported by print, bottled packaging and POSM. It will end mid next month.

OMD handled media buying and planning duties for this campaign.