WAKE UP THE TOWN by Tribal Amsterdam for Philips

Adsarchive » Design & Branding » Philips » WAKE UP THE TOWN

WAKE UP THE TOWN

Pin to Collection
Add a note
Industry Electronic Devices & Home Appliances
Media Design & Branding
Market Netherlands
Agency Tribal Amsterdam
Director Doug Pray
Associate Creative Director Paul Fraser, Mariota Essery
Executive Creative Director Chris Baylis
Designer Simon Cook, Leigh Hibell
Producer Jeroen Jedeloo, Jolly Banerjee
Strategic Planner Joey Duis
Released October 2010

Credits & Description

Category: Online Digital Design
Advertiser: PHILIPS
Product/Service: WAKE-UP LIGHT
Agency: TRIBAL DDB AMSTERDAM
Date of First Appearance: Oct 18 2010
Entrant Company: TRIBAL DDB AMSTERDAM, THE NETHERLANDS
Entry URL: http://www.award-entry.nl/2010/canneslions/philips/wake-up-the-town/website-design/
Chief Creative Officer: 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)
Global Business Director: Sandra Krstic/Dudley Desborough (Tribal DDB Amsterdam)
International Account Director: Nick Bassermann (Tribal DDB Amsterdam)
Strategic Planner: Joey Duis (Tribal DDB Amsterdam)
Head of Art: Mike Hambleton (Tribal DDB Amsterdam)
Technical Lead: Jan-Willem Penterman (Tribal DDB Amsterdam)
Lead User Experience Designer: David Vogel (Tribal DDB Amsterdam)
Producer: Jeroen Jedeloo (Tribal DDB Amsterdam)
Producer: Jolly Banerjee (Tribal DDB Amsterdam)
Designer: Simon Cook (Tribal DDB Amsterdam)
Designer: Leigh Hibell (Tribal DDB Amsterdam)
3D Designer: Joris Blomjous (Tribal DDB Amsterdam)
Website Production: Group 94 (Group 94)
Film Production: Stamp Films (Stamp Films)
Director: Doug Pray (Doug Pray)
Director of Photography: Denzil Armour-Brown (Denzil Armour-Brown)
Music: Garron Chang (Garron Chang)
Media placement: Website Live - Wakeup.philips.com - 18 October 2010
Media placement: Press Event - Longyearbyen - 20 October 2010
Media placement: Search Engine Advertising - - 25 October - 3 December 2010
Media placement: Advertorial/blogposts - Various Websites Like Adfactor.nl - 25 October 2010
Media placement: Various Types Of Facebook Ads - Facebook - 29 October - 3 December 2010
Media placement: Various Sizes Banners (Skyscraper, Leaderboard, Full Page Expandable Etc) - Various Dutch, Finish, Norwegian And Swedisch Websites - 15 November - 13 December 2010
Media placement: 1/1 Page Print Ad - Various Dutch, Finish And Swedish Magazines And Newspapers - 15 November 2010, 2 December
Media placement: OOH Subway Billboards (78x) - Sweden - 15 November 2010
Media placement: Mini Documentaries/films - Seeded Online On Various Websites Incl. Our YouTube Channel - 17 November 2010
Media placement: OOH (6 Sheet) (450x) - Including Light Effects - Netherlands - 22 November 2010

Describe the brief from the client
THE BRIEF:
Communicate the benefits of Philips Wake-up Light, a sunrise simulator that wakes you up naturally so you feel more refreshed. Increase consideration by at least 5%.

THE DIFFICULTY:
Not many people believe light is better than a loud alarm at waking you up. Sunrise simulators are relatively new and not well known.

THE OPPORTUNITY:
The benefits of the Philips Wake-up Light are most obvious during winter months, when it’s still dark outside as you wake and you don’t want to get out of bed.

THE AUDIENCE:
Anyone in Northern Europe who hates waking up on dark winter mornings.

Describe the challenges and key objectives
We wanted something that would stand out and create more buzz than our budget would allow.

SOCIAL EXPERIMENT IN THE ARCTIC:
To capture minds and change them, we took the Wake-up Light to the nearest town to the North Pole. Why here? The people live in total darkness for 4 months in winter, making it the hardest town in the world to wake up in. The townsfolk tested the product through the dark season.

FOLLOWING THE EXPERIMENT:
People followed on YouTube, Facebook and our beautiful interactive campaign site. The townsfolk’s honest reactions were not edited by Philips at any time.

Describe how you arrived at the final design
THE WEBSITE DESIGN WAS INSPIRED BY THE ARCTIC TOWN. It’s a friendly, simple town in a dark foreboding snowy landscape.

ARCTIC TOUCHES were added, with a snowmobile and winter glove mouse icons and infographics that looked like the Aurora Borealis (which can be seen from the town).

THE KEY VISUAL ELEMENT is the changing colour of the sky, again based on the Aurora Borealis. We open on a dark sky. As we move through the experiment, the sky beomes lighter and more welcoming the closer we get to the product page.

Give some indication of how successful the outcome was in the market
OBJECTIVES SURPASSED:
Achieved client goals for number of video views in the first 4 weeks. 1 in 5 consumers in key markets now know what the light is, and does.

PEOPLE WERE INSPIRED:
High levesl of unprompted interaction on Facebook, with fans talking directly to town residents. Unseeded blog reactions were very positive.

SALES UP ACROSS EUROPE:
Examples: purchase consideration grew in Sweden by 17%. In Holland, Philips grew the market by 17% in value and reached 93.8% market share.

PHILIPS BRAND IMAGE reinforced. The campaign has been effective on consumers’ knowledge, attitude and behaviour towards Philips and the Philips Wake-up Light.