Watsons Promo PLANT FLOWER SEEDLINGS by Grey Hong Kong

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Industry Water
Media Promo & PR
Market Hong Kong SAR China
Agency Grey Hong Kong
Creative Director Keith Ho
Art Director Ray Lam, Michelle Woo, Ciff Luk
Copywriter Keith Lo, Tony Chan, Joshua Wong Limited
Producer John Lo, Wong Ying Ying
Released July 2009

Credits & Description

Category: Alcoholic and Non-Alcoholic Drinks
Product/Service: BOTTLED WATER
Date of First Appearance: Jul 24 2009 12:00AM
Entry URL: http://www.entryawards.com/watsons/FM300/
Executive Creative Director: Keith Ho (Grey Hong Kong)
Creative Director: Keith Ho (Grey Hong Kong)
Creative Director: Ray Lam (Grey Hong Kong)
Creative Director: Keith Lo (Grey Hong Kong)
Copywriter: Keith Lo (Grey Hong Kong)
Copywriter: Joshua Wong (Grey Hong Kong)
Copywriter: Tony Chan (Grey Hong Kong)
Art Director: Ray Lam (Grey Hong Kong)
Art Director: Ciff Luk (Grey Hong Kong)
Art Director: Michelle Woo (Grey Hong Kong)
Producer: John Lo (Grey Hong Kong)
Producer: Wong Ying Ying (Grey Hong Kong)
Group Account Director: Erica Ho (Grey Hong Kong)
Media placement: Field Marketing - Mongkok - 24 July 2009
Media placement: Field Marketing - Causeway Bay - 24 July 2009

Describe the objective of the promotion.
In Hong Kong, consumers have always seen Watsons Water as healthy and refreshing. However, with the bottled-water market getting more and more saturated, Watsons Water needed to stand out amongst the competition. That’s why we created a campaign to establish Watsons Water as not only good for your body and health, but the environment too. We know Watsons Water bottles are green in colour and the distribution is great. People carry water bottles around with them during summer as well so we knew this would be a powerful and innovative media if we could utilise it.

Describe how the promotion developed from concept to implementation
We created six exclusive bottles each with it’s own Augmented Reality flower design. With every bottle of water purchased, you could receive a free flower seedling and with the bottle in your hand, you could grow your own flower on our fun interactive mini website. To arouse even more attention, we set up kiosks around busy areas of Hong Kong, created some viral videos to be broadcasted on YouTube, print ads and TVCs. What’s more, your picture would be taken and shared in the gallery, Facebook and Twitter.

Describe the success of the promotion with both client and consumer including some quantifiable results
Brand awareness increased by 15% and we witnessed an extremely high hit rate on our mini website with over 80,000 visits and 10,000 flower seedlings were given out.

Explain why the method of promotion was most relevant to the product or service
Younger generation are more active during the summertime, this is when they are more active. They always carry water bottles in their hands and love trying innovative things in the digital world.