Through a very aggressive strategy, the agency staked everything on the smooth glide of the Careeza iron base, creating a similarity between the shape of the iron base and the shape of a surfboard. A universe of reference was instead identified, which could evoke in a completely innovative way: the technical specifications of Philips’ steam irons; the results attainable by using them; the ways to obtain results; the sensations deriving from them. The concept “Cavalca ogni piega” (Iron out all the wrinkles) permits a full immersion in the world of surfing and the associated values of freedom and fun.

An extraordinary 12% card redemption. This is an extremely relevant result considering: the way cards were mailed (closed envelope; the moderate jackpot; the current trend which gives priority – particularly in mass merchandising – to a plain policy which is mainly based on the leverage of price.