Watsons is taking a more sensual approach to branding, with a campaign to reinforce its long-established brand positioning of “Look good. Feel great.”
Canto-pop idol Pakho Chau features in a 30-second spot "All About You", which uses a high production TVC to push its own line of branded products.
Watsons now has more than 500 products, including HAIR PRO by Watsons, WATER360, Naturals by Watsons to offer its customers. A second TVC focuses on Watsons CRM programme and money back card day promotion.
Watsons, alongside PARKnSHOP and Fortress, is the first of a series of new business wins for DDB Group Hong Kong in 2015 after a four-way pitch.
The agency was appointed as the retainer agency for all three of A.S. Watson Group's flagship brands to handle their full scope of business from brand thematic, own label to promotions, above-the-line, integrated, in-store activation and media events.
Prior to that, the agency worked with the client for several years on project basis.
Diane Cheung, general manager of Watsons Hong Kong, said: “As our chosen creative agency, DDB Group Hong Kong helped us use a different perspective and marketing touch points to bring to life our ‘look good feel great’ positioning.
PakHo is a celebrity who represents a healthy image and positive characteristics, which echoes the Watsons brand image. His beliefs coincide with Watsons pursuit of building one’s healthy body from inside out.”
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Further raising the brand’s profile, the campaign also rides on PakHo’s Instagram and Facebook pages, generating more than 100,000 likes from just the four campaign posts.
The campaign spans above-the-line and in store activities, social media and digital. A high profile press event with a PR value of more than HK$6 million to announce the celebrity endorsement also marks the first time DDB has handled Watsons’ activation business.
Valiant Yip, business director at DDB Group Hong Kong, said: “We recognised that Watsons needed a new approach that would work across all platforms to communicate the right lifestyle attitude for the brand. Having worked with Watsons for seven years, it was a breakthrough to also have the opportunity to handle the brand’s social media and PR activities.”
Client: Watsons Hong Kong
Agency: DDB Group Hong Kong
Creative Directors: Jay Lee, Nateepat Jaturonrasmi
Associate Art Director: Ariya Hagihara
Business Director: Valiant Yip