Cannes Lions

ON THE GO PRODUCT PORTFOLIO

WENNEKER.TV, Amsterdam / PHILIPS / 2011

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Description

Philips asked us to create a digital PR program to raise awareness of their 'on the go' lifestyle accessories.The objective was to reach the target audience online in a product oriented but engaging manner.

So we made 8 product review films to appeal to a sophisticated online audience.

To make the project more engaging for a web audience we decided to make a series of 'behind the scenes,' romantic comedy, shot in a mock doc style, charting the romantic relationship between Victoria, the gadget-savvy reviewer and Nigel, the responsible marketing executive from Philips. The dynamic between Nigel and Victoria allowed us not only to get all the product messaging into the series, but also to create innovative branded content.More than 850,000 YouTube views, at least 500,000 exclusive media previews, PR coverage on more than 200 blogs and still increasing.

7 million per month site reach and over Euro 1,000,000 earned media value. An article in Contagious magazine.

Philips have just commissioned a second series.

Execution

We created 8 product review films where Victoria Koblenko, a Dutch/Russian actress reviewed products (under her OWN name). Then we created an 8 episode romantic comedy around the product review shoots where we follow the romantic developments between Victoria and Nigel, the marketing executive from Philips. (one blog called it CHICKFLICK-VERTIZING).

In this series we see the conflict between the online community and big brands. Victoria wants to honestly give her opinions about the products she reviews but Nigel, being old school, wants to push the USP's.The product review films were aired on Philips.com on the product detail pages and various online retail channels like Amazon etc. On the N&V YouTube channel the episodes were aired every week for two months, localized to 10 different languages. Also, exclusive media premieres were aired through different major online channels. On the Facebook page fans, could sign up for behind the scenes footage etc.

Outcome

More than 850,000 YouTube views, at least 500,000 exclusive media previews, PR coverage on more than 200 blogs.7 millions per month site reach and over Euro 1,000,000 earned media value.

A spot in Contagious magazine.The series sparked the creation of a new genre 'ChickFlickVertizing.'

Similar Campaigns

12 items

SAMSUNG MAESTROS ACADEMY

LEO BURNETT ITALY, Milan

SAMSUNG MAESTROS ACADEMY

2015, SAMSUNG

(opens in a new tab)