Cannes Lions

IRON AND STEAMER

DDB RUSSIA, Moscow / PHILIPS / 2013

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

The creative execution was relevant to sell the iron and steamer because the campaign unusually put them into the inspiring lifestyle context of art that made them aspirational and fun to interact with for the target audience, who had previously seen them as uninspiring household duty products. This resonated so well that it had a positive effect on the brand image for Philips Russia. Philips always tries to make life easier and better for the people with their products and innovations. This time they made it better for young families by changing their perspective: housework can be inspiring with Philips!

Outcome

Through the campaign thousands of visitors were driven to experience the artworks and try the Philips products in-store by themselves instructed by the in-store video and assisted by promo personnel. The sales for the iron and steamer were about 300% higher than the average sales of other brands in the shops during the campaign. Philips became the category leader. Numerous articles in blogs, local and global press and TV followed the campaign and generated 500.000 $ of earned media. Philips is now "top of mind" in household products for the audience.

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