WATSONS MUSIC FESTIVAL

TitleWATSONS MUSIC FESTIVAL
BrandWATSON'S PERSONAL CARE STORES SDN BHD
Product / ServicePERSONAL CARE RETAIL CHAIN
CategoryA06. Best Use of Special Events And Stunt/Live Advertising
EntrantOMD 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

Credits

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

Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

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.