Following its global brand revamp, Watsons is launching a major campaign to publicise its new image.
According to Micheas Chan, marketing & merchandising director of Watsons Singapore, campaign efforts are also expected to pull in an extra 5% of revenue, on top of organic growth.
The health and beauty retailer has launched three interactive flash mobs along with an overall campaign to grab the attention of the public. This was done along with a “Push-cart” initiative around the nation which saw the brand giving away free goodies.
The flash mobs were activated when a pedestrian pressed the visible ‘WOW’ button set up on the pavement, which saw 30 WOW squad members dancing around them and encouraging the individual to dance along.
Participants were also presented with a goodie bag worth SG$200 of beauty products, exclusively available at Watsons stores.
To garner further awareness of the revamp in the Singapore market, the store also had campaigns running in-store, on TV, print and OOH. The campaign also ran online and on mobile applications.
While a Watsons spokesperson declined to comment on the total campaign spend, he said that it was a six figure sum for the Singapore campaign.
Regionally, a brand refresh campaign will roll out in other markets as well in Malaysia, Hong Kong, Taiwan, Macau, Thailand, the Philippines, Korea and Indonesia.
Last year, the rebrand had Watsons dropping its tagline of the “personal care stores” and going forward with ‘Look Good. Feel Great!’ instead.
The creative duties for the revamp are handled in collaboration between Watson, Wham and Orbital while media agency in charge was OMD. Public relations duties are being handled by Huntington Communications.