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Wellcome celebrates anniversary with heritage

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Wellcome will pump out its largest anniversary push yet for its 68th birthday tomorrow with a year-long campaign that takes shoppers through Hong Kong’s entertainment history, featuring icons like Lady in Black, Jacky Chan and even Wonder Girls.Though this is not the first year Wellcome has launched an anniversary campaign, the 68th is the largest push yet, said Julie Chiu, sales and marketing director of Wellcome.“Eight in Chinese indicates good luck, and we wish to bring joy to everyone in Hong Kong by creating a joyful atmosphere aside from just offering promotions and offerings, which was what we’ve been doing for past anniversaries.”Featuring impersonations by a local trio, the TVC takes the audience through a time capsule with celebrity icons that span from the 60s to the new millennium. The campaign will run across print, online media, outdoor, and digital, whereby the supermarket will later ask fans to share their memories along the Wellcome timeline.“In recent years, Hong Kongers really like share collective memory. So we want to our audience to share their memories as well. For example, what do they remember from 1945, when we had our first store?”A preview debuted on YouTube on Monday to create noise for the TVC launch tomorrow.Though Chiu said the biggest challenge is understanding specific customer needs for each supermarket under within her portfolio which includes the Wellcome, ThreeSixty Jasons ▪ Food & Living and Market Place by Jasons brands.“If proximity, time and product range were not the top criterion for the shopper at that time, they will make a deliberate trip to a supermarket to get something. So at Jasons, for example, we’ll have a wine expert to serve those who want something special for special occasions.”“But in the supermarket industry, convenience and network are still the top criterion, which is where Wellcome comes in. So as marketers, our job is to think how we can drive a customer to come to our shop instead of our competitors’ around the corner or down the street: the emotional bond was our answer.”Grey Group, which was appointed Wellcome’s AOR in March, was the creative agency behind the campaign. UM and Edelman managed media and PR duties.

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