Philips Promo, Case study WAKE UP THE TOWN by Tribal Amsterdam

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Industry Electronic Devices & Home Appliances
Media Promo & PR, Case study
Market Netherlands
Agency Tribal Amsterdam
Director Stamp Films
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: Best Use of Online Advertising
Advertiser: PHILIPS
Product/Service: WAKE-UP LIGHT
Date of First Appearance: Oct 18 2010
Entry URL:
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)
Director: Stamp Films (Stamp Films)
Film Production: Doug Pray (Doug Pray)
Website Production: Group 94 (Group 94)
Director of Photography: Denzil Armour-Brown (Denzil Armour-Brown)
PR Company: One Voice (One Voice)
Media placement: Website Live - - 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 - 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 Swedish 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

Insights, Strategy & the Idea
THE BRIEF Communicate the benefits of Philips Wake-up Light, a sunrise simulator that wakes you up naturally so you feel more refreshed. Grow the market and 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 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.

Creative Execution
A 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 this town? 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 ONLINE. People followed the experiment on YouTube, Facebook and an interactive campaign site, designed to reflect life in this dark Arctic town. The townsfolk’s honest reactions were not edited by Philips at any time. Amazing mini-doc films brought attention to the experiment, and seeding started the online conversation.

Results and Effectiveness
OBJECTIVES SURPASSED Achieved client goals for number of video views in the first 4 weeks. 1in 5 consumers in key markets now know what the light is, and does.

PEOPLE WERE INSPIRED High level of unprompted interaction on Facebook, with fans talking directly to town residents. Unseeded blog reactions 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 Philips Wake-up Light.