Watsons VIP Card: The loyalty card above ALL else

Raymond Chin

Campaign details

Brand owner: Watsons Malaysia
Lead agency: OMD Malaysia
Brand: Watsons VIP Card
Country: Malaysia
Industry Loyalty and reward cards, Pharmacies and health
Channels used: Cinema, Earned media, buzz, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store, Radio, Social media, Television
Media budget: Up to 500k

Executive summary

This case study describes how in Malaysia, when there is a loyalty card in their wallet, a customer will tend to step into the store more often. But with so many loyalty cards out there fighting for a place in their wallet, which one will win the day? The challenge for the Watsons VIP Card was thus to seize that slot in the consumer's wallet.

The communications strategy that ensued would make the new Watsons VIP Card become part of Malaysians' everyday life. Everywhere that Malaysians went in their daily lives, the Watsons VIP Card was made relevant.