Direct > Use of Direct Marketing

MAP BIKING

DDB BRASIL, Sao Paulo / PHILIPS / 2012

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Overview

Credits

Overview

BriefWithProjectedOutcomes

We came up with Map Biking, which was a campaign inside the Philips’ kiosk that encouraged people to ride bikes in order to learn more about Philips’ sustainable products. That was done in the virtual world through Google APIs spread along the bike path. There were 4 bikes connected to Google Street View that generated electric power to the kiosk as they were being used.

ClientBriefOrObjective

Philips was one of the sponsors of the biggest Rock Events in the world: Rock in Rio. To promote its presence in this event and to show what a company that focuses on sustainability is about, we needed to create a unique campaign.

Effectiveness

The campaign generated an increase in traffic over the 20,000 people on Philips’ fan page. More than 2,000 people participated in the campaign at the kiosk, generating 58,214 GW through the bikes.

Relevancy

In an environment like Rock in Rio with hundreds of international attractions on stage, the Philips’ kiosk stood out, creating a fun and unique relationship with the brand. Brazil had never experienced the technology we used which reinforced the brand’s connection to sustainability. Such technology was the key component for people to visit the kiosk as well as for those who learned about the campaign through social networks. The brand wanted to show its lines of sustainable products to the Brazilian consumers. Therefore, a campaign that used people’s physical energy to function was very appropriate and unique, reaching all the desired goals.

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