Titanium > Titanium and Integrated
WAKE UP THE TOWN
TRIBAL DDB AMSTERDAM, Amstelveen / PHILIPS / 2011
Overview
Credits
Overview
CampaignDescription
The nearest town to the North Pole is Longyearbyen, Svalbard (78°N). In winter, the sun doesn’t rise here for 4 long dark months. This lack of light makes it the toughest town in the world to wake up in.We gave the town the Philips Wake Up Light, which simulates the sunrise. Waking up the natural way makes it easier to get up and leaves you feeling refreshed. But could it work in the extremes of the Arctic dark season?The biggest field study of its kind ever, documented in a series of amazing online mini-docs and by the town itself, in social media. The townsfolk’s honest reactions were not edited by Philips at any time.
Effectiveness
Objectives surpassed client goals for number of video views in the first 4 weeks. 1 in 5 consumers in key markets now know what the light is, and does.People were inspired to want the Wake-up Light, from key markets like the Nordics to, strangely, Brazil and Australia (where it was summer). Owners were inspired to share their own stories on Facebook and become advocates for the Light.Sales are up across Europe. Here are a couple of examples: purchase consideration grew in Sweden by 17%. In Holland, Philips grew the market by 17% in value and reached 93.8% market share. Countries currently not stocking the product now want it.Philips' overall brand image has been reinforced. The campaign has been effective on consumers’ knowledge, attitude and behaviour towards Philips and Philips Wake-up Light.And we woke up the town. The Arctic town test was a huge success. A staggering 98% of the townsfolk are still using the Philips Wake-up Light.
Implementation
The biggest field study of its kind ever, documented in a series of amazing online mini-docs and by the town itself, in social media. The townsfolk’s honest reactions were not edited by Philips at any time.
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