2012 Winners & Shortlists

Results and Effectiveness

The audience became more aware of the Philips Male Grooming brand and more conscious of the lifestyle associated to the brand and the category. All communication, marketing and business objectives that were set at the beginning of the campaign were achieved. The campaign ran for a year and there was an increase in sales by 17% by the end of the campaign. People began to associate the lifestyle and grooming category with Philips. There was a rise in sales by 17%.

Creative Execution

To collaborate with Brownbook, a publication that is known for its unique positioning in the region/market as a driver for creativity and cultural identity. The Brownbook audiences are prime examples of who we consider to be the movers and shakers as well as influencers in the region. Print Media Promotions – Adverts (two page spread); Inserts in bi-monthly Brownbook magazine. Video DVD – 10 Documentary videos w/ Philips ads Banners – linked to the magazine adverts, videos and posts were included on Brownbook website Website – Videos released one per month Social Media – Videos released one per month Sponsorship – Philips sponsored the public release of the documentaries Direct Marketing – E-shots sent to database in line with video posting

Insights, Strategy and the Idea

Business: To increase sales in the range of products launched within this category. Marketing: To create a brand awareness for the existing products as well as the new products in the market. Communication: To associate the brand of grooming with the lifestyle that is exemplified by the target audience Brownbook was attracting. The target audience were males, ages 20-45 years old who had the following qualities: experiment, unique, stand out, first to adopt new products, highest involvement in Shaving + Grooming, into advanced, innovative, well-designed products and known brands. People enjoy taking care of their image; it’s part of their daily routine and how they define their identity and see themselves. The insight helped drive awareness to the brand and helped us identify who could become the ambassadors of our brand because they built an image that people can identify with or are attracted to which helped sell a product.