Philips Promo, Case study WAKE UP LIGHT by Crispin Porter + Bogusky Gothenburg

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Industry Electronic Devices & Home Appliances
Media Promo & PR, Case study
Market Sweden
Agency Crispin Porter + Bogusky Gothenburg
Executive Creative Director Gustav Martner
Art Director Mattias Berg Attributverket
Copywriter Nicklas Moberg
Producer Mikael Lindqvist
Released November 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: PHILIPS
Agency: CP+B
Date of First Appearance: Nov 22 2010
Entrant Company: CP+B, Gothenburg, SWEDEN
Executive Creative Director: Gustav Martner (CP+B)
Art Director: Mattias Berg (CP+B)
Copywriter: Nicklas Moberg (CP+B)
Client Services Director: Kristin Vinqvist (CP+B)
Content Manager: Louise Aslund Olow (CP+B)
Print Producer: Sara Johansson (CP+B)
Producer: Mikael Lindqvist (CP+B)
Technical Director: Marcus Aslund (CP+B)
Technical Director: Per Rundgren (CP+B)
Final Art: Petter Brink (CP+B)
: (Ikachan)
Media placement: Print Poster - Bus Shelters In Olso, Norway - November 22, 2010

Insights, Strategy & the Idea
Scandinavian winters are pitch black. Philips Wake-up Light simulates the sunrise and wakes you up in a natural way. So the best way of selling a light therapy product is to let the viewer to feel the actual effect of the Philips Wake-up Light in the darkest hours of the day. And where do you find the most tired, sun-starved people during these hours? Waiting at the bus stop.

Creative Execution
We used this insight when we made our outdoor campaign, specifically targeting bus shelters.
By using the existing back-light and a unique printing technique, the bus shelter ad visualized a shining silhouette of the Wake-up Light and turned the ad into a large product demo.

During the few bright hours of the day the billboard stayed blank.
The only thing that showed was the campaign tagline:
“Philips Wake Up Light. Brings you light when you need it the most.”

Results and Effectiveness
The Wake-up Light turned out to be one of the most desired Christmas gifts in the Nordic countries in 2010. And we brought a little light to the lives of the people in the pitch black weeks around Christmas, when our wake up light lit up the city of Oslo.