Watsons MY unveils 3D Raya billboard, heads to outer space in festive film

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Watsons Malaysia has unveiled a 3D OOH activation at Connexion Pavilion Kuala Lumpur as part of its Hari Raya campaign, "Gaya Raya Luar Biasa". The activation features Unik the Cat, one of the key characters on its festive film.

While Watsons did not disclose the monetary value of the 3D activation, the spokesperson told A+M that the billboard is a priceless experience that the brand wanted to share with fans and shoppers, in hopes of celebrating an amazing Hari Raya. Brandavision was involved in the 3D OOH activation.

According to the spokesperson, Watsons opted for a futuristic theme for this year's celebrations, envisioning this particular concept as a reflection of Watsons' futuristic imagination - of how its values and traditions might be held and carried to the future. The spokesperson added that this was an important message to convey to Malaysians, as a multicultural society that embraces the future while still retaining its core values. It then took both ideas further, with the aim of creating an extraordinary experience for all Malaysians. The 3D OOH activation will run until 10 May.

At the same time, Watsons' festive film “Gaya Raya Luar Biasa” sees local Malaysian celebrities coming together as a family and celebrating this year's Hari Raya in outer space. The film starts off as a typical return-to-hometown story, before quickly turning into something unexpected, complete with special effects that include flying cars, holographic policemen, and futuristic fashion. The film also stars Malaysian celebrities Ayda Jebat, Jalaludin Hassan, Fauziah Ahmad Daud, Nabil Mahir, and DOLLA. It additionally features a duet by DOLLA and Jebat.

Done in collaboration with Leo Burnett Malaysia, the film is on Facebook and YouTube and has since garnered more than 5.5 million views across the two platforms. Leo Burnett's ECD Iska Hashim said that the campaign wanted to highlight how certain aspects of Raya are timeless, whether it is by reuniting with families or wanting to look one's best. “What better way to illustrate that than by taking the celebrations where no one has gone before: on the moon, in the future", Hashim added.

Meanwhile, Neil Hudspeth, CEO of Publicis Groupe Malaysia, said that the film marks a significant milestone for Prodigious, Leo Burnett’s sister specialist production agency, in what is the agency’s “most ambitious production yet". In conjunction with the campaign film, Watsons is also encouraging consumers to share postings of the 3D activation online and organising games and handing out prizes.

On the social media front, Watsons will dish out beauty tips and tricks for the festive season on its YouTube channel via "Glow TV Gaya Raya Edition". An AR filter and sticker pack will also be available for download, along with discounts of up to 50% in-store and online.

For last year's Hari Raya campaign, Watsons launched a star-studded campaign through a music video, shining light on individual uniqueness and encouraging everyone to celebrate their differences. Titled "Raya Unik Raya Ikonik", Watsons remixed its 2019 Raya theme song, turning it into a combination of traditional Malay instruments with popular music genres such as rock, K-pop, and hip-hop. The brand said that it opted for a musical campaign so as to uplift the spirits of all Malaysians amidst various restrictions, with a key consideration for the film being how much things may have changed between family members and relatives for the past year.

With restrictions lifted and Hari Raya celebrations in full cheer, Watson's Malaysia's managing director Caryn Loh, said “As Malaysia moves into the endemic phase, Watsons, the nation’s number one Health and Beauty retailer would like to remind everyone to believe in themselves – and that we’re extraordinary no matter where we are".

Meanwhile, the brand has also extended its Hari Raya celebrations by donating essentials, vitamins, household items food and more to over 19 orphanages and old folks' homes this Ramadan. "We hope this extraordinary gesture, will bring a smile to their faces, and enjoy a blessed Aidilfitri celebration” added Loh.

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