HONG KONG — DDB Group Hong Kong has launched a new branding campaign in Hong Kong for watsons, Asia’s largest international health and beauty retailer, starring Canto-pop idol PakHo Chau as its brand spokesperson.
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.
The campaign brings to life watsons’ brand positioning of “look good. feel great.” as a provider of personalised advice and counselling in health, wellness and beauty.
“DDB Group Hong Kong has a deep understanding of the watsons’ brand. As our chosen creative agency they 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,” said Diane Cheung, General Manager of watsons Hong Kong.
A TVC communicates watsons own brand positioning ‘All About You’, combining the use of star and the high production value of the TVC, uplifted the image of watsons own brand products. Over 500 different products, including HAIR PRO by watsons, WATER360, Naturals by watsons will take care of everyone from head to toe. A second TVC focuses on watsons CRM programme and money back card day promotion.
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.
“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,” commented Valiant Yip, Business Director at DDB Group Hong Kong.
Watsons, alongside PARKnSHOP and Fortress, is the first of a series of new business wins for DDB Group Hong Kong in 2015 after a competitive four-way pitch.
DDB Group Hong Kong 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.
“We are delighted to have extended our retainer partnership with A.S. Watson Group. We’ve enjoyed a long partnership with PARKnSHOP over the last 22 years and we look forward to delivering more influential and creative solutions for all three businesses in the future,” added Irene Tsui, General Manager of DDB Group Hong Kong.
