Cannes Lions

WATSONS RETAIL

OMD MALAYSIA, Petaling Jaya / WATSONS / 2015

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Overview

Entries

Credits

Overview

Execution

We commissioned eight episodes of comedy-drama series: ‘Must Marry This Raya’ - the story of a girl facing pressure to get married and having to deal with a whole bunch of leftys before finding Mr. Right. Aired on local channel TV3 before Raya during the evenings, it became the ‘must watch’ show for families after breaking fast. In addition, we filmed vignettes depicting the show’s stars in scenarios relating to health, beauty, personal care and Watsons. These vignettes were viralised on social media, inspiring audiences to take part in an Instagram contest to win prizes.

Outcome

Success! During Raya period, Watsons…

- Received the HIGHEST SALES in the 20 year history of Watsons Malaysia

- Increased loyalty card holders sale by 8% YOY

- Doubled its daily averages in acquiring FB fans

- Recorded a 110% response rate for its Instagram contest

- Garnered 1.4mil viewership per episode.

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