In a world where, as a marketer, you are often told that your campaign is not gonna work it there isn’t an App or at least a digital gimmick to support it, I appreciate finding a case study that take us back to the foundational principle of a successful advertising campaign: the idea. These augmented reality mugs by Philips have nothing to do with tech. You can call them vintage, you can call them smart. Read more…
Philips produces cinematic HD TV’s with the 21:9 movie format. To get attention for the TV’s and show all features (like Ambilight) at best, a website is launched which is definitely worth checking out. Not only for the TV experience, but als for the impressive freezed 3D movie which is shown within the TV.
It’s time for a new chapter in body grooming. Philips has just launched Robotskin, a campaign with a Blade Runner twist. Created by Tribal DDB London, the site features a series of mysterious, futuristic and sexy webisodes, starring an improbable “Grooming Robot”. I have very different feelings about this project. At first sight I thought it was an interesting idea, very well executed. But after having spent a few minutes on the site, I feel it misses something. Of course it was extremely difficult to replicate the creativity (and success) of the Shave Everywhere campaign, but I still think Robotskin it’s more a good branded entertainment exercise than a cool marketing campaign. If you look at the single elements that compose the site (webisodes, goodies, a touch of wom) everything seems to be there, but the truth is that connection with the product is quite weak and completely made up, and even the product page is nothing more than a textual description. It would be great to have your opinion on the project.
Philips is again online (and offline) with a corporate campaign to promote its approach towards technology characterized by “Sense and Simplicity”. Daily Media (in Italian) explains the pan-European campaign targets affluent adults over 30 years old. DDB London did the creativity, while Carat managed the planning. In Italy, ads will appear on portals like Virgilio and Libero and on news sites such as Repubblica and Il Sole 24 Ore.
At the beginning of September Philips has started a re-branding campaign promoting the concept “Sense and Simplicity”. Eighty million Euros have been invested in the campaign, with ten percent of the budget dedicated to online activities. Philips President and CEO Gerard Kleisterlee said that: “The new brand promise sets the tone not just for our new advertising campaign, but for every interaction with our customers.”
There is a comprehensive web site in six languages reflecting the new brand image which reminds me of Apple’s simple but effective style.
Philips has launched an online competition to promote the awareness of it MP3 player Expanium. The campaign has been developed by Buongiorno Vitaminic and targets the youth market. Until February 23rd, Italian users can join an online competition at www.expanium.vitaminic.it and win digital songs to download.
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