Cannes Lions

DESIGNED TO PLAY

OGILVY GERMANY, Frankfurt / PHILIPS / 2015

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Case Film
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Case Film
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Overview

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Overview

Description

Young men simply did not see electric shaving & grooming category as relevant for them, which was reflected in their significantly lower level of consideration for Philips. Philips wanted engage young men based on the idea that shaving and grooming can be playful and put them in control.

This age group had to be reached on mobile and given control with an interactive video experience. This was not possible through TV. It was also not possible on mobile video until software was developed that bypassed phones’ operating systems.

Execution

Introducing “DESIGNED TO PLAY.” The world’s first fully mobile-enabled interactive video experience – embedded in a responsive campaign landing page – takes young men through the story of a guy trying to recall his remarkable experiences from the previous night.

Many would miss out because their mobile does not support interactive video. Using first-of-its-kind technology, we bypass those functions to introduce guys to Click & Style with playful interactive storytelling.

We challenge them to explore 625 possible stories – with a ‘click’ – to change the story on-the-go from any device, for iOS and Android operating systems, including tablets, iPhones and other smartphones.

Outcome

The Click & Style campaign proved its effectiveness in engaging young men by using “their” media. Mobile made up 65% of the campaign’s users, where they spent over 5 minutes viewing and interacting with the videos.

Young guys shared the video with their peers and the 0.5 million planned views more than doubled (+ 153) during the campaign.

The campaign achieved 16% higher sales figures for the new Click & Style than planned. Within the first three weeks the campaign increased electric category consideration amongst blade users by +4 pp and purchase consideration by +6 pp.

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