Building on the connection to soccer and the fact that we would be reaching out to nearly the entire male population, we chose to employ different types of media surrounding the Championship. The campaign was kicked off with a 45 second TVC during the last friendly match between Germany and Switzerland—right before the Championship began.

TV sport channels broadcast special cut-ins during the game reviews and 'Bild' (the largest German newspaper) published print ads on their covers. Philips also reached out to their audience online. Many news and sports websites displayed banner ads and special formats as drop downs and expandable ads were placed on Amazon and GMX. Both phases were supported by nearly the same media mix (TVC, TV + Print co-operations, online and mobile banner ads and social media) to ensure the greatest exposure and engagement among the target audience.

The campaign created a real movement among consumers: 34,000 Facebook fans; 1.3 million views on YouTube, and 1.3 million page views on the website are proof of the phenomenon that was created. Overall, 345 million contacts were created throughout the campaign. The press echoed our campaign with 70 online articles—9 in print with a circulation of more than 1 million; 2 TV features, and 7 radio stories. The sales results were also outstanding: Philips’ market share grew to 43.3% and in July 2012 Philips out-performed Braun (37%) and gained market leadership in the male grooming segment in Germany.