There is something about concerts that is intrinsically euphoric – something in the thrill and energy in the air, multiplied by crowds. It is this feeling that makes it understandable how many people are willing to pay large sums to attend one. Watching live performances gives an elevated experience, a feeling that cannot be replicated by merely watching them on a screen. What more when it’s free?
This is exactly how health care and beauty retailer Watsons Philippines proved great experiences can still be free when it organised a concert of highly anticipated local artists for its loyal members.
The ‘Watsons Playlist 2024’ in Aug. 18 gathered P-Pop groups SB19, Hori7on, Alamat, Kaia, and G22 at the SM Mall of Asia Arena as a reward for Watsons Club members, who were entitled to free tickets.
Providing ‘money-can’t-buy experiences’
With its loyal customers at the heart of the event, Watsons’ P-Pop concert as a reward went beyond the usual incentives that companies provide.
“We wanted to give our members money-can’t-buy experiences. Music is among their top interests so a concert really supports our brand promise to inspire everyone to ‘look good, do good, and feel great,’” Sharon Decapia, senior assistant vice president of marketing, public relations, and sustainability at Watsons Philippines, told in an exclusive interview with MARKETECH APAC.
Watsons Club members were given free tickets through the company’s mobile application and website. Receipts after purchasing products online, provided they reach the minimum purchase, correspond to free tickets.
A transaction of PHP 2,000 pesos amounts to a general admission ticket. Meanwhile, PHP 5,500 worth of items will give guests a VIP Standing ticket and include them in the Meet & Greet and Signed Posters raffles.
“All concert-goers were provided incentives to shop again via exclusive discounts and offers,” Decapia explained.
Tapping Gen Z demographic through P-Pop genre
The P-Pop genre has been on the rise over the years, with more and more Gen Zs becoming fans. Watsons leveraged this trend to tap the demographic, seeing its potential to drive brand growth.
“We targeted Gen Zs because we wanted to hero and introduce our Watsons App to them. We saw a huge opportunity in tapping them and positioning Watsons as their go-to Health and Beauty Retailer in the Philippines,” Kym Manuel, senior media manager of integrated media at Watsons Philippines, told MARKETECH APAC.
The move also benefits the P-Pop industry by providing them a stage to connect to audiences.
“P-pop is an emerging genre that already has a significant fan base among GenZs here in PH so we want to give an opportunity for relatively newer P-pop groups to perform side-by-side with more established performers,” Decapia added.
The company also considered attracting customers in other demographics during the concert.
“While Gen Z is the main core target audience, we also ensured that we can target Pinoy Pop Fans of all ages by including a variety of Pinoy Pop Groups in our lineup this year,” Manuel explained.
Building deeper connections with customers
The success of Watsons Playlist 2024 shows the importance of engaging its customers and providing incentives for loyalty, communicating the company’s regard for them.
“Attending a free concert that members truly enjoyed is a venue for brands like Watsons to reward and engage with members who have been loyal to the brand. It creates a deeper emotional connection through a memorable event enjoyed with friends and family,” Decapia said.
Meanwhile, strategy is not lost in Watsons’ initiative as it aims to elevate its online shops.
“Watsons Playlist, our iconic music property, aims to connect Offline to Online, by also making our offline consumers to being online shoppers as well,” Manuel said.
Watsons’ P-Pop concert is evidence of the evolving ways brands can show their appreciation for customers, setting higher standards for creativity and variety in engaging them. It ushers in a new era of customer rewards, demonstrating that brands can go beyond traditional incentives to elevate the experiences of their customers.
