Watsons dives deeper into sustainability with 'Go Green with MIRROR' campaign

Watsons dives deeper into sustainability with a new "Let's Go Green with MIRROR" campaign, done in collaboration with local boy band MIRROR. The campaign will be launched across four Asian markets including Hong Kong, Malaysia, Taiwan and Singapore.

This comes following Watsons's "Greener Stores Global Framework" campaign last April to make its stores more sustainable and to empower the brand's 18m members to make better choices to lower environmental impacts. To further its mission, Watsons has unveiled its cross-over campaign with MIRROR this time to encourage customers to take positive actions in their daily life to make more eco-friendly choices.

Malina Ngai, CEO of A.S. Watson (Asia & Europe), said, “A.S. Watson is the world's largest international health and beauty retailer based in Hong Kong. MIRROR is also a very popular and successful singing group, born and made in Hong Kong. Both of us are representing Hong Kong’s spirit. MIRROR 'Reflection' means infinite possibilities, which coincides with our brand's belief and inspires our collaboration.”

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Furthermore, MIRROR has composed and launched a theme song namely “GO GREEN” for the campaign. It will be aired in Watsons stores across Hong Kong, Malaysia, Taiwan and Singapore, as well as a digital billboard on the a street of Pavilion KL in Malaysia and across 100 digital screens in Singapore, reminding customers that green actions can be a part of their lives, and it can be as simple as snapping their fingers. 

Selective stores will be turned into MIRROR GO GREEN selective stores to promote the message of low carbon living. Customers can also participate in the #GoGreenMIRROR dance challenge on social media to spread the impact of MIRROR across Asia and to create a more sustainable future.

In addition, Watsons has developed a game to promote sustainability where customers can create their own virtual green garden. By completing various green tasks over the course of six weeks, customers can establish a greener lifestyle through “Skip it” (reduce); “Bring it” (reuse) and “Keep it” (recycle). The app will then estimate the carbon emission savings for each green task and Watsons will then match the carbon emission savings and sponsor relevant tree-planting projects. Customers in Malaysia, Singapore and Taiwan can play the game on the Watsons app, while customers in Hong Kong can play the game via the MoneyBack app. The project is estimated to offset 900 tonnes of CO2 and make a bigger impact on the planet in parallel to its green actions.

“I hope MIRROR will go beyond Hong Kong and move towards the international markets like Watsons, and inspire more people to live a greener lifestyle that contributes to a sustainable future. Together, by sharing happiness, positivity, care and love to ourselves, our communities and our planet with "The New Beautiful" initiative, Watsons strives to create a better world for all.” Ngai added.

MARKETING-INTERACTIVE has reached out to Watsons for additional information.

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