Within the Asia region, Paul took creative leadership of a new GSK shopper marketing initiative with AS Watsons providing creative strategy and direction managing creative resources in Seoul, Tokyo and Singapore.
The initial client briefing held in Hong Kong was to develop in-store solutions to cross sell health and beauty products to a young and middle aged chinese female target audience in selected AS Watsons flagship stores on the Chinese mainland with a view to a regional roll out across Asia pending its success.
Paul originated the creative strategy of ‘Inner Health creates Outer Beauty’ which was sold into the client and the basis for a pan Asian design brief led and managed by Paul in Seoul. The strategy and creative rapidly gained traction within both G2 and GSK and became a key project for both organisations globally.
The designs included 40 inch interactive screens which were used to educate consumers on health and beauty issues. Interactive content was also developed in order to recommend and cross sell products based on skin types, colouring, complexion, hair, eyes, lips etc. personalising the experience and providing data capture opportunities.
The plan was to develop mobile applications and email/sms campaigns to further push sales and build brand loyalty as part of the consumers’ health and beauty regime.