Cannes Lions

PHILIPS LIFESTYLE PRODUCTS

TRIBAL DDB AMSTERDAM, Amstelveen / PHILIPS / 2010

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

Philips ‘Made To Move’ products are for people who want technology products to work, but to also look stylish. Products that seamlessly fit into their busy lives. Make these people interested in the Philips Made To Move products, make them enthusiastic about the rich product range (over 3000 products) and the cool design of these products. Give them a reason to share their enthusiasm with others.

Execution

To motivate our busy target audience to discover the extremely rich range of Made To Move products we needed to offer a fascinating user experience. We created an experience both positive and surprising. A microsite with an optimistic ‘unity / world citizen’ design. 361 individual videos of happy people interacting with each other and performing a quirky choreography as one. The visitor influences the choreography with every interaction, engaging her/him to click deeper into the site and, by that, discover more products.

Outcome

The microsite is not being pushed with a media campaign and therefore lives on organic traffic. We measure the success based on the average visit length. The average time spent on the site is significantly higher than the average visit length of ‘normal’ pages on the Philips.com site and visitors visit significantly more pages.

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