Bangkok--26 Jun--Hill & Knowlton
Watsons Your Personal Store, Asia’s leading health, beauty and personal care retailer and part of the A. S. Watson Group, is revealing endless possibilities to its customers across Asia in an exciting new look at the brand through its latest marketing campaign entitled “What’s In Your Watsons.”
The new campaign is built on customer insights that are relevant in every one of Watsons’ markets — at Watsons there are endless possibilities to express who you are and what matters to you through the repertoire of products that you buy. Watsons has more choices, solutions and new ideas than anyone else to help you look and feel your best. It is a store for YOU and your aspirations, pleasures and discoveries.
To clearly portray the breadth of Watsons’ product range the campaign creative features different people each with unique motivational drivers and shows the products in their shopping basket that fulfill their daily personal desires. For the image conscious the product ranges reflect the taglines “whatever guarantees a good hair day,” or “whatever will get me past the bouncers tonight.” Whilst for the fitness enthusiasts the product range reflects “whatever makes me feel 100%.”
The “What’s In Your Watsons” campaign is the first from Watsons to extend a single overarching brand idea across the entire Asia region. Now operating in ten Asian markets the campaign will play a pivotal role in ensuring consistent positioning, image and brand values are presented across the region. Previously, different marketing campaigns had been used in each market. The new approach is applicable in all markets and will help Watsons Your Personal Store consolidate its position as the leading retailer in its segment in Asia.
“Watsons Your Personal Store is a favourite because we cater for all, offering the best and most trusted products with personalized advice from our staff,” said Mr Toby Anderson, General Manager, Central Watson Co., Ltd. “The ‘What’s In Your Watsons’ campaign stays true to our customer focus which will help to strengthen customer loyalty and elevate Watsons Your Personal Store to the position of a valued brand in every market we operate in.”
“Watsons diverse product range covers your daily essentials and the little treats that brighten your day,” said Anderson. “No matter who you are; where you are or what you care about, Watsons has your daily essentials to ensure you are always having fun looking good and feeling great.”
“What’s In Your Watsons” is the result of a joint strategic development between Watsons and BBDO Asia, one of the world’s leading creative agencies. In the planning phases three creative concepts were developed and underwent consumer fulfillment tests.
“What’s In Your Watsons” won out with feedback from the tests reporting it was direct and simple, created a strong link between products, benefits and experience and enhanced the image of Watsons as being strong and believable.
“Our new regional campaign builds on our efforts to cater to our consumers' everyday needs and aspirations. More importantly, it allows our consumers to express and indulge themselves through a wide variety of products and services,” said Margaret Siew, Regional Marketing Director, Health and Beauty Asia, A. S. Watson Group. “‘What’s in Your Watsons’ is about building a connection with our consumers. We are offering an experience, be it ‘Today’s the day to look your best for your school reunion,’ or ‘Today’s the day to surprise your love one,’ or ‘Today’s the day to complete a full marathon.’ At Watsons, every day matters because every day is a day for YOU.”
“What’s In Your Watsons” is a “total work” campaign that extends into the retail experience and covers every customer touch point encompassing a TV commercial, print and outdoor advertising, an on-line mini-site, in-store TV and in-store point of sale materials.
“BBDO has developed a Branded Retail campaign that will drive sales and win hearts for Watsons by bringing to life the unique relationship between Watsons Your Personal Store and its customers,” said Clara Wong, CEO, BBDO Hong Kong.
The “What’s In Your Watsons” TV commercial was directed by award winning Australian director Michael Joy whose evocative back catalog includes work for Peugeot, Neutrogena, Unilever, Sony and Telstra as well as Watsons. The commercial was shot in Malaysia and features 19 different talents. The photographer was Michael Lee who has previously worked for Cathay Pacific, HSBC and Visa.
Whilst being developed centrally the brand campaign will be customized and executed locally by in-market Watsons and BBDO teams and rolled out from summer 2008 supported by sales promotions.
Photo:
Mr Toby Anderson (left) General Manager and Miss Nuanphan Jayanama (right) Marketing Director of Central Watson Co., Ltd.
Watsons friendly staff with their new uniforms are ready to serve customers with personalized advice.
About Watsons Your Personal Store
Watsons Your Personal Store is Asia’s leading health, wellness and beauty retailer, providing a complete range of pharmacy, health and wellness products, cosmetics, skin care and toiletries, as well as beauty accessories and treats. Watsons Your Personal Store is the flagship health, wellness and beauty brand of A.S. Watson Group, a wholly owned subsidiary of Hutchison Whampoa Limited (HWL) and currently operates over 1,500 stores and 900 pharmacies in 10 Asian markets including China (mainland, Hong Kong, Taiwan and Macau), Singapore, Thailand, Malaysia, the Philippines, South Korea and Indonesia. Watsons Your Personal Store is customer focused providing personalized advice and counseling in health, beauty and personal care to its customers in addition to its market-leading product range. Together this combination will help ensure Watsons Your Personal Store is the market leader and store of choice for the purchase of health, wellness and beauty products and services in every market in which we operate.
For more information please contact:
Yuwada Thiangthamthanha
Team Assistant
Hill & Knowlton Thailand
Direct Line: 662-627 3501 ext.120
Telefax: 662-627 3510
Mobile: 668-6301 6669