Philips launches second phase of the award winning first fully mobile-enabled interactive video experience

Philips Designed to Play

October 23, 2014 - Philips today announced the launch of the second phase of its European Effie award winning  'Designed to Play’ campaign celebrating the 3-in-1 electric grooming tool - Click & Style. Launched in its original form in August 2013, the world’s first mobile-enabled interactive video experience is now introduced with new user features including over 1,200 possible story combinations.
The campaign won a silver European Effie award at the recent European Effies and was developed by Philips and Ogilvy & Mather Duesseldorf. The interactive video experience takes young men through the story of a guy with different styles, who tries to recall his remarkable experiences from the night before.
"The success of the first phase proves that our decision, to fully focus on digital with mobile at the core of the campaign pays off", says Lenze Boonstra, Global Marketing Leader for Philips Personal Care. "This was our first campaign targeted at a young male audience who do not have electrical grooming on their radar. With this interactive video concept we were able to introduce young guys to our new multi-functional grooming product in a way that captured their attention and we also over delivered on our defined sales goals".
To enhance the second version of the campaign, Ogilvy further improved the user experience and the loading time. Additional playful elements and animations were developed, including the "stubble" character with four totally new episodes and an enhanced product experience. Together with Rapt Media, Ogilvy also simplified the mobile experience and implemented a custom loader that features the main character pumping iron.
"We're thrilled that we were able to create a purely digital campaign with Philips Male Grooming and even more thrilled that this campaign won a silver European Effie", states Martin Alles, Managing Director of the Ogilvy Duesseldorf office. "Our goal was to break down conventions within the grooming category around unrealistic perfection, and based on all of the feedback we succeeded," says Thorsten Rühlemann, Worldwide Managing Partner at Ogilvy & Mather Duesseldorf.
The Philips Click & Style campaign lives on the 'Designed to Play' landing page, 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 1.296 possible story combinations.
The interactive element in the video – for which Philips and Ogilvy 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.
The second part of the campaign launched in the UK and France and will later go live in and Russia, Turkey, Germany and Benelux.
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.

Contact: Jill Keehner
Date: October 23, 2014
Office: Ogilvy & Mather Dusseldorf