Title | WATSONS MUSIC FESTIVAL |
Brand | WATSON'S PERSONAL CARE STORES SDN BHD |
Product / Service | PERSONAL CARE RETAIL CHAIN |
Category | A06. Best Use of Special Events And Stunt/Live Advertising |
Entrant | OMD MALAYSIA Petaling Jaya, MALAYSIA |
Media Agency | OMD MALAYSIA Petaling Jaya, MALAYSIA |
Entrant Company | OMD MALAYSIA Petaling Jaya, MALAYSIA |
Media Agency 2 | OMD MALAYSIA Petaling Jaya, MALAYSIA |
Name | Company | Position |
---|---|---|
Shureen Lim | Watsons | Asst. Marketing Manager |
Francis Lim | Watsons | Crm Manager |
Stephanie Law | Omd | Media Planner |
Jessica Ng | Watsons | Marketing Director |
Andreas Vogiatzakis | Omnicom Media Group | Ceo |
Margaret Lim | Omd | Managing Director |
Siew Wey Tyng | Omd | General Manager |
Raymond Chin | Omd | Sr. Manager |
Nishant Mehta | Omnicom Media Group | Communications Planning Director |
Amazing results in just 2 months. 1. Sales amongst existing VIP Card members by 13.39% with members spending more to collectin more points. 2. Watsons VIP Card got 139,886 new cards registrations 3. 23,496 qualified Card Members redeemed 55,837 tickets for the concert. 4. Generated more than 100,000 new FB fans 5. Reaching more than 2.96 million people, on Facebook 6. Creating over 21,000 conversations about Watsons on Facebook 7. The campaign generated PR worth over MYR1.33 million. That’s how Watsons VIP Card rose above low differentiation and became one of the most valued loyalty programs in Malaysia.
The Event was the idea and the key medium. So Watsons roped in international stars like B.o.B. and Far East Movement & Mizz Nina to perform at an international scale event at Stadium Merdeka. The campaign was designed to leverage the popularity of the artists. To generate the hype and talkability we unleashed a high decibel PR and Social campaign that gained momentum & generated Interviews in TV News and talk shows like Quicke, Gala TV, 8TV News; Radio, and Newspapers. Opinion leaders, bloggers and Social Media were buzzing with the news. To further amplify this hype we also used traditional mediums like Television Spots, Branded content and Product placement, Newspapers ads. Radio spots & Merchandising with their cruisers, Facebook, Retail - In-store merchandising, POP, Sales Promotion were deployed to increase footfalls at the stores, increase spending and sign up new members. This created hype and anticipation amongst Malaysians.
The Watsons Loyalty program (VIP Card) was slow to gain members and member participation was low. There was a need to be seen as VALUABLE for customers to want to be members and participate. TG is mostly female between 18-29 years having minimal loyalty as their choice is generally based on convenience given that it's a parity market that Watsons operates in. Understanding their consumers liking - Music, we created “Watsons Music Festival”–an event where everyone could hang out with their friends and enjoy a live music performance by their favorite artistes; making them see the value in being a Watsons customer and feel like VIPs. For Watsons it increased the relevance of the VIP Card as the only way to get tickets was by redeeming Watsons VIP Card points. It was relevant to the TG as they got a memorable evening watching their favourite artists performing.