Philips DM MAP BIKING by DDB Sao Paulo

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MAP BIKING

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Andre Pedroso, Keka Morelle, Daniel Bottas
Art Director Marcelo Siqueira, Marcelo Torma
Copywriter Gabriel Pinheiro, Marilu Rodrigues
Production Pixellabs
Released October 2011

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Advertiser: PHILIPS
Product/Service: FESTIVAL SPONSORSHIP
Agency: DDB BRASIL
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Director: Daniel Bottas (DDB Brasil)
Creative Director: Andre Pedroso (DDB Brasil)
Creative Director: Keka Morelle (DDB Brasil)
Copywriter: Gabriel Pinheiro (DDB Brasil)
Programmer: Fernando Kreigne (DDB Brasil)
Art Director: Rodrigo Oliveira "bolinha" (DDB Brasil)
Copywriter: Marilu Rodrigues (DDB Brasil)
Art Director: Marcelo Torma (DDB Brasil)
Production Manager: Marianna Sanches (DDB Brasil)
Project Director: Denis Gustavo Alves (DDB Brasil)
Project Director: Cristiane Rojas (DDB Brasil)
Producer/Project Manager: Pedro Rais (DDB Brasil)
Production Company: Pixellabs Team (Pixellabs)
Media placement: Outdoor - Rock in Rio Music Festival - 23/09/2011

Describe the brief/objective of the direct campaign.
Philips was one of the sponsors of the biggest Rock Events in the world: Rock in Rio. To promote its presence in this event and to show what a company that focuses on sustainability is about, we needed to create a unique campaign.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We came up with Map Biking, which was a campaign inside the Philips’ kiosk that encouraged people to ride bikes in order to learn more about Philips’ sustainable products. That was done in the virtual world through Google APIs spread along the bike path. There were 4 bikes connected to Google Street View that generated electric power to the kiosk as they were being used.

Explain why the creative execution was relevant to the product or service.
In an environment like Rock in Rio with hundreds of international attractions on stage, the Philips’ kiosk stood out, creating a fun and unique relationship with the brand. Brazil had never experienced the technology we used which reinforced the brand’s connection to sustainability. Such technology was the key component for people to visit the kiosk as well as for those who learned about the campaign through social networks. The brand wanted to show its lines of sustainable products to the Brazilian consumers. Therefore, a campaign that used people’s physical energy to function was very appropriate and unique, reaching all the desired goals.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign generated an increase in traffic over the 20,000 people on Philips’ fan page. More than 2,000 people participated in the campaign at the kiosk, generating 58,214 GW through the bikes.