According to Watsons Taiwan marketing and communications controller Brenda Kou, a clear creative strategy and a flexible media plan were the two key elements in creating strong appeal among TV viewers. 'Beach' portrayed people in situations on a beach where embarrassment could be averted by a trip to Watsons. For example,a young couple trying to take photographs of each other could have tamed their hairstyles with appropriate Watsons' products.
Ogilvy & Mather Taiwan planning director Geoffrey Ogay explained: "We did not want a retail ad that 'shouted' products and low prices. Women are bored with that. They want to be entertained and Watsons is a fun brand."
Watsons' Kou said the brand has more than 250 stores throughtout Taiwan.
Its competitors include hypermarkets, discount stores and pharmacy chains.
"We put a lot of effort into delivering consumer benefits that matter to the target audience. We will continue to strengthen our positioning as a brand which helps customers to look good, feel great and have fun," she said.
MediaCore group media director Vince Cheng said the budget for the thematic TVC was about NT$8 million (US$235,766).
"The TVC was successful because Watsons also introduced a joint-advertising format which was edited from a 30-second TVC to a 20-second version spot featuring Neutrogena's offers as the key promotion for the month. Both parties therefore maximised the effectiveness of their TV advertising," said Cheng.