The campaign was developed by Grey Hong Kong, with OMD handling media planning and buying. ‘Cheers for music’ involves concerts which will be held in Hong Kong and Guangzhou by the end of September, and is positioned under the brand’s ‘Cheers for life’ platform.
The communications drive — which has been developed as Watsons’ main summer push to coincide with the concerts — is being spearheaded by TVCs running across both terrestrial and cable platforms. It also includes print, outdoor, packaging and point-of-sale, with consumers eligible to win tickets to one of the concerts.
“Farenheit is very popular in China and Hong Kong, so Watsons wanted to leverage this to target young people during the summer by giving them a chance to see their favourite stars live in concert,” said Danny Mok, general manager, Grey Hong Kong.
The TVC shows a group of thirsty teenagers in the desert. Seeing a mirage in the distance, they head towards it, believing it is the band Fahrenheit, only to discover it’s just a cactus.
The voiceover ends with ‘Don’t dream anymore, see the real Fahrenheit.’
Fahrenheit, a Taiwanese boy band, shot to fame with its debut release in 1996.
Watsons Water competes with all water brands in Hong Kong, particularly Bon Aqua, and in China notes its main competition as Danone’s mineral water Health brand and Cestbon.
