Wellcome boosts shoppers' engagement with first interactive TVC

Wellcome’s new ad campaign ‘Low low price watcher’ is an extension of the ‘Wellcome home’ brand campaign which began last November.

Julie Chiu, sales and marketing director of Wellcome explained that, "tactical campaigns by supermarkets is very common, but conventional lucky draw proved to be not that effective."

In order to really engage consumers with tactical offers, Wellcome has launched a new TVC with an interactive game element to draw shoppers' attention at a specific time every day. The campaign which started on Monday will extend through to Thursday, and will be delivered at the same time over the next three weeks.

Wellcome ran an extensive 30-second teaser ad last Friday (April 20) promoting the interactive TV ads that are going to run on Monday and over the weekend in the mass media including TVB, myTV.com, outdoor TVs in public transport areas, and over popular websites such as Yahoo.com and Babykindom.com, which cover their core targets– housewives and grocery decision-makers.

During this period, the Wellcome TVC ads will be aired on TVB Jade at about 9:30-10:30pm, promoting various products and their discount prices. It will then quiz TV viewers asking them to send an SMS about the correct discount price of a product that they are interested in buying. The fastest 100 viewers to send the SMS with the correct answer will win a Wellcome cash coupon instantly.

The brand hopes that TV viewers could make it a habit to pay attention to their TVCs with their product discount offers, while at the same time engage family members to play the game and create excitement and fun at home.

"There are many challenges as our media agency has to bid aggressively to secure a particular time slot on TVB for an extended period of time," Chiu added, "but we are very glad with the positive response in our Facebook fans, and the excitement and fun that it brings to Hong Kong families."