This week, MARKETING Magazine will be featuring the Silver winners of APPIES Malaysia and Asia Pacific 2022 Marketing Campaign Awards by sharing the campaign stories.
Leo Burnett seized the Silver award after winning two Gold awards on the campaign title “Gaya Raya Luar Biasa” for their campaign with Watson’s Personal Care Stores Sdn Bhd this time round under the category Pro Bono / Festive / Govt / Entertainment.
The team managed to entice not only the viewers with their entertaining campaign video but gave their hella best in making sure they entertain the respected line up of judges during their live presentation.
With the MCO lifted, Raya 2022 was going to be Malaysia’s return to pre-pandemic levels of festive celebrations. With every brand expected to leverage the occasion to grab a piece of the pie, Watsons knew that it was crucial to differentiate ourselves.
But beyond just standing out, the campaign needed to generate relevance with an audience during one of the most meaningful seasons of the year.
Hence, the campaign “GAYA RAYA LUAR BIASA”. An out-of-this-world epic that reassured Malaysians that some things about Raya would never change – no matter where they are.
Beyond the film, all comm pieces including 3D billboards and IG filters were guided by a desire to be “out of this world” in some way.
As a result, the YouTube campaign video garnered 25 million views in 5 weeks, earned PR of almost 3.5 million MYR, and at a time retail markets are shrinking by 2%, Watsons hit double-digit on their sales growth.
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