Brand Experience and Activation > Product & Service
OGILVY & MATHER SINGAPORE, Singapore / PHILIPS / 2014
Overview
Credits
ClientBriefOrObjective
3 years ago Philips launched the Air Fryer, a device that fries food with air instead of oil. Unfortunately, the product didn’t get the success it deserved. Philips asked us to re-launch the Air Fryer and promote this new way of frying.
Implementation
We created a new product: Air-Oil, the first ever frying oil made out of air. Essentially… An empty bottle. Launched on the market like a proper FMCG product, Air-Oil was distributed in supermarkets and placed on the shelves right next to regular cooking oils. The bottles immediately stood out pushing people to grab them and discover our message about the Air Fryer as well as a discount voucher nudging them to get theirs at the electronics department.
Outcome
The activation redirected people towards the electronics department where they could buy their Air Fryer. And they did.
Results: 14% increase in sales during the campaign compared to the same period last year. With tens of thousands new units sold, the Air Fryer is starting to change how people cook in Asia.
Relevancy
By distributing Air-Oil bottles in the oil aisle of supermarkets, we managed to raise awareness on the Air Fryer and get people interested in this new way of frying, redirecting them towards the home appliances section.
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