Cannes Lions

WAKE-UP LIGHT

TRIBAL DDB AMSTERDAM, Amstelveen / PHILIPS / 2012

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Overview

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Credits

Overview

Description

People who struggle to wake up in the morning were recruited through Facebook to download the Philips Wake-App and record how they woke up. Using the App at least 3 days a week, they noted their morning mood, ease of getting up and took a sleep-lab approved test to measure their alertness.

For our campaign 'Make me a Morning Person', selected people were then given the Philips Wake-up Light to replace their alarm clocks, so they could measure the difference waking up to light made on their morning mood, ease of getting up and alertness. The results for both alarm clock and Wake-up Light were shared on a Facebook application, as well as each person's personal results recorded in a Wake-up diary in the Philips Wake-App itself.Viewers of the 'Make me a Morning Person' campaign were free to download the App at any time, and start adding their wake-up results. This proved so popular, with over 5000 people downloading the App during the campaign period, that Philips has now promoted the Wake-App to official support product for the Philips Wake-up Light. All buyers of the product are now directed to the Philips Wake-App to record just how better they feel waking up to light.

The Wake-App became a branded utility stimulating loyalty and client satisfaction. The App supports Philips ’30 day money back guarantee’, by proving that the product genuinely enhances alertness in the mornings, improving mood and performance.

Execution

Our visual language used familiar morning icons, like roosters and coffee cups, to represent waking up. These were rendered in a home-made paper feel to make the challenge feel like a game anyone could join in. The charm of the animations for these icons appealed to the inner child in even the worst morning grump. Bright colours signified the brighter mornings the product promised. And the child-like simplicity of each environment warmed up a deceptively clean design for sleepy brains to easily navigate.

Outcome

People played on the site for 4 minutes, on average. Over 5,000 people joined the experiment, downloaded the mobile app and most importantly they continued to take the daily test for the period of the campaign, completing their own tests and keeping our data rich. On Facebook, positive comments were received for the design by the community.

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