PHILIPS LIFESTYLE ENTERTAINMENT: "MADE TO MOVE" Design & Branding by Tribal DDB Amsterdam

Category: Digital Design – Websites & Online Advertising
Advertiser: PHILIPS
Product/Service: PHILIPS LIFESTYLE PRODUCTS
Agency: TRIBAL DDB AMSTERDAM
Date of First Appearance: Dec 8 2009 12:00AM
Entrant Company: TRIBAL DDB AMSTERDAM, THE NETHERLANDS
Entry URL: http://www.inzending-award.nl/cyberlions/philips_madetomove
Vice President/Head of Integrated Marketing Communications: Gary Raucher (Philips)
Senior Director Integrated Marketing Communications: Linda Fontijn (Philips)
Marcom Project Manager: Laura Bekke (Philips)
Director Digital Marketing: Nourdin Rejeb (Philips)
Chief Creative Officer Philips: Neil Dawson (DDB Worldwide)
Executive Creative Director: Chris Baylis (Tribal DDB Amsterdam)
Associate Creative Director: Mariota Essery (Tribal DDB Amsterdam)
Associate Creative Director: Paul Fraser (Tribal DDB Amsterdam)
Business Director: Neill Robb (DDB Worldwide)
Client Service Director Integrated Services: Sandra Krstic (DDB Worldwide)
International Account Manager: Nick Bassermann (DDB Worldwide)
Worldwide Strategy Director: Han Van Dijk (DDB Worldwide)
Agency Producer: Jeroen Jedeloo (Tribal DDB Amsterdam)
Technical Lead: Jan Willem Penterman (Tribal DDB Amsterdam)
Creative Director: Oscar Tillman (B-Reel)
Director: Igor Zimmermann (B-Reel)
Executive Producer: Eva Moutino (B-Reel)
Producer: Rikard Åström (B-Reel)
Lead Developer: Mattias Ekendahl (B-Reel)
Art Director/Designer: Alex Jenkins (B-Reel)
Media placement: Website - Internet - 8 December 2009

Describe the challenges and key objectives
How can we develop an attractive site for the Philips Made To Move product range (covering over 3000 products) that can engage a target audience with a very busy life? Key objective: create a site that challenges site visitors to discover more and more products. Even products they might not be looking for!

Describe the brief from the client
Philips ‘Made To Move’ products are for people who want technology products to work, but to also look stylish. Products that seamlessly fit into their busy lives. Make these people interested in the Philips Made To Move products, make them enthusiastic about the rich product range (over 3000 products) and the cool design of these products. Give them a reason to share their enthusiasm with others.

Describe how you arrived at the final design
To motivate our busy target audience to discover the extremely rich range of Made To Move products we needed to offer a fascinating user experience. We created an experience both positive and surprising. A microsite with an optimistic ‘unity / world citizen’ design. 361 individual videos of happy people interacting with each other and performing a quirky choreography as one. The visitor influences the choreography with every interaction, engaging her/him to click deeper into the site and, by that, discover more products.

Give some indication of how successful the outcome was in the market
The microsite is not being pushed with a media campaign and therefore lives on organic traffic. We measure the success based on the average visit length. The average time spent on the site is significantly higher than the average visit length of ‘normal’ pages on the Philips.com site and visitors visit significantly more pages.