Philips Print MAP BIKING by DDB Sao Paulo

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Industry Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
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, Gabriel Pinheiro
Copywriter Marilu Rodrigues
Released September 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: PHILIPS
Product/Service: INSTITUTIONAL
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)
Art Director: 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)
Media Vice President: Monica De Carvalho (DDB Brasil)
General Media Director: Patricia Muratori (DDB Brasil)
Media Director: Patricia Calheiros (DDB Brasil)
Media Coordinator: Rafael Fogaca (DDB Brasil)
Media Coordinator: Tuira Feres (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 objective of the promotion.
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 how the promotion developed from concept to implementation.
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 API’s, 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 method of promotion was most 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.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign generated an increase in traffic over the 20 thousand people on Philips’ fan page. More than 2 thousand people participated in the campaign at the kiosk, generating 58,214 GW through the bikes.