Cannes Lions

2 MINUTE TALES

OGILVY GERMANY, Dusseldorf / PHILIPS / 2013

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Overview

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Credits

Overview

Description

In our case and since we tried something completely new in terms of Branded Entertainment, there were no restrictions or regulations that we had to take into account whatsoever.

Execution

At first the 2-Minute-Tales were an abstract thing, but ultimately they had to go somewhere. Instead of releasing another super-duper toothbrush design, that eventually would just go unrecognized, we thought it would be smarter just to ADD something, namely our stories, to an existing product.

That’s why we came up with a special USB-device with an integrated speaker, that stores our 2-Minute-Tales and plays them whenever the kids are brushing their teeth.

This device could easily be attached to any regular Sonicare for Kids.

Outcome

As we had hoped, our target audience responded very well to idea of 2-Minute-Tales. In fact they liked it so much that they went to their parents and politely asked or, depending on the child, cajoled them into buying the Sonicare for Kids for them. That is probably why the first edition of the 2-Minute-Tales sold significantly faster than the regular ones and additional episodes were downloaded an astonishing 8.557 times up until this very moment.

Due to this success, there are currently plans to launch a second edition.

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