WE SMILE

TitleWE SMILE
ClientA.S. WATSON GROUP
Product / Service"WE SMILE" SMILE DETECTOR
CategoryB01. Mobile Websites
EntrantA.S. WATSON GROUP Hong Kong, HONG KONG
Idea Creation A.S. WATSON GROUP Hong Kong, HONG KONG
Idea Creation 2 PRIZM Hong Kong, HONG KONG
PR A.S. WATSON GROUP Hong Kong, HONG KONG
Production PRIZM Hong Kong, HONG KONG

The Campaign

• Smile is contagious. As we launched “Project LOL”, a philanthropy programme aimed to bring people “Lots of Love, Lots of Laughs”, we wanted to also bring Hongkongers ONE MORE REASON TO SMILE. • People will feel the positive energy and pass on the cheer to one another, eventually we can instill much-needed positive energy to the community of Hong Kong. • People love taking selfie, assisted by our creative agency partner, we explored to turn selfie into an opportunity to remind people about the happy side of life. • The result: a smile meter web application ultilising face recognition and biometrics techonologies, where every smile on a selfie will be given 0 to 100 “Smile Point”.

Creative Execution

• Within just three weeks from development to deployment, the most challenging part of the development was to adjust and modify regularly the system’s measurement and computing algorithms, to make sure the facial recognition and smile detection system performs satisfactorily. • Since April 2016, we promoted the use of “WeSmile” at: o the Edlerly Day 2016 under Project LOL (April); o the Hong Kong Student Sports Awards presentation ceremonies (May); o and the Watsons FIVB World Grand Priz – Hong Kong 2016 (June); each of these events involved hundreds and thousands of our fellow Hongkongers, engaging people of different ages and walks of life. • Fruitful promotions were also carried out on all Group level social-media platforms and those of our business units, so to maximise the impact of the campaign by leveraging on our extensive and strong retail network in Hong Kong. • We also spread the cheer through social media, creating awareness among youngsters and tech-savvy audience in spreading the cheer to others.

•Many HKers took on the “challenge” to achieve that perfect, 100-point-smile, drove the “Accumulated Smile Index” to exceed 1,008,823 in just 3 months. •That’s ONE “Smile Point” for every seven HKers. •Compared to The Group’s previous CSR engagement initiatives, WeSmile was by far the most capable in engaging participants of our programmes, including both beneficiaries and volunteers, whose enthusiasm consistently exceeded internal expectation. •More than 3,000 selfies were received in 3 months, consisting some 14,000 smiling faces. •Attracted coverage from renowned trade media including Campaign Asia, Marketing-interactive, Inside Retail, and many local mass media outlets and publications. •Project LOL’s Facebook has gathered some 1,000 new fans, while Page Reach and Post Reactions have been up 275 times and 379 times respectively. •The app is going to be an important part of the Gorup’s upcoming campaigns, and the Group seeks to sustained the momentum and growth yielded by the app.

Target audience: General HK public, especially those who are social media & mobile savvy Target media: Social media, traditional/mass media, trade media • “WeSmile” is a digital project which connects technology and human. Also it gives everyone one more reason to treasure smile, to always be appreciating and grateful, and to share happiness to the Hong Kong community. • Hong Kong people are mobile and social media-savvy, together with our creative agency, we believed an internet-based campaign would reach the most audience possible at almost any location and event.

Credits

Name Company Position
Jeffrey Hau Prizm Director
Kelvin Wong Prizm Assistant Account Director
Zoey Chung Prizm Assistant Account Manager - Digital
Links
Website URL