PHILIPS THROUGH YOUR LIFE
Since the brand entered the Nigerian market, Philips sold mostly entry level irons, blenders, kettles and rice cookers, even though Philips has invested heavily in research and development to design mid to high end products such as the Philips Airfryer, juicer, steamer, etc. to promote healthy living among consumers.
There was a lack of knowledge as consumers did not know the products Philips had and how they can use it to improve their lives, they were also not sure about the value for money or where to buy the products/appliances.
Scope of work: Ideas Generation, Digital and Media Strategy and execution, User Generated Content Campaign, Media Relations
The main objective behind our campaign were to address the following key issues.
- Lack of knowledge of Philips extensive product range.
- Promoting healthy living among consumers
- Consumer education on where to buy the products
- The value for money of the appliances.
We created a three-minute visual campaign, narrating the story of a family. The video was a celebration of the users of Philips products, showing the long-lasting relationship between Philips and users across Africa. It mirrored the longevity, durability and efficiency of Philips products that actually go the distance till they are passed from generation to generation.
The video included twenty-one (21) Philips products highlighting the limitless functionality of various appliances – showing consumers “how to” use one product for various functions.
Consumers were carried along throughout the campaign, we ran a user-generated campaign, where people got the chance to create their own version of the video using the Philips appliances they had. This created further awareness of the campaign.
The campaign projected the Philips brand categories which consumers had no knowledge of.In Nigeria, there was a huge increase in sales after the campaign (Over 60%). Sales figures currently show that Philips has recorded the highest number of sales in 2017 since they’ve been in the Nigerian market.
For the others countries there was an increase in distributor orders, the campaign gave the distributors the knowledge of the variety of products Philips has even through they had been previously given brochures and booklets that specifically indicated product categories, the visual campaign had a more positive effect on the distributors.
The campaign had over 30 million impressions online.