RADIANT GLOW DM by DDB Hong Kong for Watsons' The Chemist

RADIANT GLOW DM

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Industry Skin Care
Media Design & Branding
Market Hong Kong SAR China
Agency DDB Hong Kong
Art Director Asawin Phanichwatana, Dennis Ou, Chris Yung
Copywriter Jeffry Gamble, Paul Chan
Released May 2011

Credits & Description

Category: Promotional Item Design
Advertiser: WATSONS' THE CHEMIST
Product/Service: FACE WHITENING CREAM
Agency: DDB GROUP HONG KONG
Executvie Creative Director: Jeffry Gamble (DDB Group Hong Kong)
Creative Director: Dennis Ou (DDB Group Hong Kong)
Creative Director: Chris Yung (DDB Group Hong Kong)
Copywriter: Paul Chan (DDB Group Hong Kong)
Copywriter: Jeffry Gamble (DDB Group Hong Kong)
Art Director: Dennis Ou (DDB Group Hong Kong)
Art Director: Asawin Phanichwatana (DDB Group Hong Kong)
Art Director: Chris Yung (DDB Group Hong Kong)
General Manager/Business: Conrad Ng (DDB Group Hong Kong)
Account Director: Irene Lai (DDB Group Hong Kong)
Account Manager: Michelle Cheung (DDB Group Hong Kong)
Media placement: DM - Direct Mail - May 1, 2011

Describe the brief from the client
Our brief was to promote a face whitening cream by Watsons – and increase the number of trial users. However, how do you promote a generic product in an already saturated market?

Describe the challenges and key objectives
Radiant glowing skin helps young women stand out. So to demonstrate the effectiveness of our face whitening cream, our communication had to do the same. But how do you stand out with a generic product in an already saturated market? What’s more, Watsons is a relatively small player in the market with a limited budget. Nevertheless, our task was to induce first-time trials amongst our core target: young women aged 18-35.

Describe how you arrived at the final design
Radiant glowing skin is the key to standing out. So our communication did exactly that. We convinced our client to pump its tiny budget into an innovative DM. We then took a high-powered LED bulb and built it into a simple low-cost mailer. These ‘glowing’ mailers would be switched on at the time of delivery, and would literally stand out by emitting a radiant glow from every letterbox. Recipients were then encouraged to visit any Watsons beauty outlet for a free sample and consultation to see how this radiant glow could be applied to their skin.

Give some indication of how successful the outcome was in the market
Following the campaign launch in Hong Kong, over 5,000 recipients responded with visits for a free sample and consultation. At the end of the free-trial period, almost 30% of the first set of recipients went on to buy the product - the highest conversion rate in the product's history.