DUSSELDORF, August 14, 2013 – With the launch of its European campaign for the 3-in-1 electric grooming tool Click & Style, Philips has become the first brand in the world to deploy a completely mobile-enabled interactive video experience. The fully digital campaign – developed by Ogilvy & Mather Duesseldorf –takes young men through the story of a range of guys with different styles, who try to recall their remarkable experiences from the night before.
"We want to introduce young guys to our new multi-functional grooming product in a way that captures their attention and via stories they can relate to," says Lenze Boonstra, in charge of the Global Marketing Team for Philips Personal Care. "This was never going to be easy and we felt a high level of interactivity would be crucial. Given the fact that we are the first ones to launch a mobile-enabled campaign like this, I think we have delivered something promising."
The Philips Click & Style campaign predominantly lives on YouTube and the 'Designed to Play' landing page (www.play.philips.com), where viewers find themselves in the role of 'video director' and decide themselves how the story develops. By switching between six characters, they see various versions of what happened the night before – or what may have happened. In total, the campaign offers 625 possible story combinations.
The interactive element in the video – for which Philips and O&M worked with Rapt Media – allows men to change the video on-the-go from any digital device, for both iOS and Android operating systems, including tablets, iPhones and other smartphones. In addition to the video content the landing page also offers extensive styling tips for the different beard types.
Break down conventions
"We wanted to break down conventions within the grooming category around unrealistic perfection," states Thorsten Ruehlemann, Worldwide Managing Partner at O&M Duesseldorf. "This campaign helps free young men from stress of trying to be the unattainably 'perfect guy'. We explain how the Philips Click & Style was specifically designed to help young men play with their styles. Philips wants to empower these guys’confidence, so that men can also get the little things right, in a very playful way."
"The Philips Click & Style has been specifically designed for young men who are starting to experiment with shaving, grooming and 'manscaping' and it is very clear that these guys spend a lot of time on YouTube," explains Willem Schuengel, Digital Campaign Manager for Philips Male Grooming. "We feel this campaign allows us to excite, educate and persuade our target audience, all in one channel. That is quite exceptional." The campaign launches in Germany this week and will later go live in the Netherlands, France and the UK.
About Click & Style
The Philips Click & Style helps young guys to experiment with shaving, beard styling and grooming below the neck. The electric 3-in-1 grooming tool features three interchangeable heads – each designed for a specific grooming purpose – that can easily be changed, so that men can shave, trim and groom their body quickly, effectively and comfortably.
About Royal Philips
Royal Philips (NYSE: PHG, AEX: PHIA) is a diversified health and well-being company, focused on improving people's lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the Netherlands, Philips posted 2012 sales of EUR 24.8 billion and employs approximately 115,000 employees with sales and services in more than 100 countries. The company is a leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as male shaving and grooming and oral healthcare. News from Philips is located at www.philips.com/newscenter.
About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. It was named both the Cannes Lions Network of the Year and the EFFIEs World's Most Effective Agency Network for two consecutive years, 2012 and 2013. The company is comprised of industry leading units in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; health care communications; direct, digital, promotion and relationship marketing; consulting, research and analytics; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 500 offices in 126 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit http://www.ogilvy.com/, or follow Ogilvy on Twitter at @Ogilvy and on Facebook.com/Ogilvy.