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WAKE UP THE TOWN - ARCTIC EXPERIMENT
TRIBAL DDB AMSTERDAM, Amstelveen / PHILIPS / 2011
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Synopsis
Philips literally went to the end of the earth to prove the effectiveness of its Wake-up Light. The nearest town to the North Pole was the setting for an experiment, to test how light makes it easier to wake up on dark winter mornings.
Why this town? The people live in total darkness for four months in winter, making it the hardest town in the world to wake up in. If Philips Wake-up Light can work here, it can work anywhere.To promote the experiment, the townsfolk was chosen to participate in.It was placed on YouTube and seeded onto blogs to create interest in this social experiment, the largest field study of its kind ever. It was also the key asset of the campaign website, which showed daily results of how the townsfolk felt when they woke up.And did we wake up the town?
Yes, indeed. 98% of the townsfolk who took part have swapped their alarm clocks for the Philips Wake-up Light.
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