Philips Promo WAKE UP EXPERIMENT by MORE MEDIA, Pronto Communication

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Media Promo & PR
Market Sweden
Creative Director Nils Von Heijne
Art Director Anton Stenvall
Agency Pronto Communication
Released March 2013

Credits & Description

Advertiser: PHILIPS
Category: Internet Film Series
Advertising campaign: WAKE UP EXPERIMENT
Marketing Manager Beauty/Skin Care Nordic: Carina Franzén (Philips)
Production Manager: Nathalie Cano (Pronto)
Creative Director: Nils Von Heijne (Pronto)
Art Director: Anton Stenvall (More Media)
Project Manager Tech: Johan Öhgren (More Media)
Creative/Copywriter: Elvira Eriksson (Pronto)
Production Manager: Erica Eliasson (Pronto)
Developer: Erik Lundström (More Media)
Chief Executive Officer/Account Manager: Karin Bill (Pronto)

We knew that the new and improved model was a great product, and we couldn't help but wonder – could it even offer the best way to wake up, ever? In order to find out, we needed to test all other imaginable ways to wake up. So we designed an experiment exploring different ways to wake up, built around one human guinea pig, 30 days, and 30 extreme ways to wake up. The Philips Wake Up Experiment engaged people in finding the best, and worst, ways to wake up, while promoting the product benefits. It built awareness and drove sales.

The experiment generated massive attention and very positive reactions all over the Nordics. The job ad attracted more than 2,100 applicants, and later 14,000 votes on those candidates. The campaign as a whole earned more than 34,000 social media posts, attracted more than 100,000 visitors to the campaign website and generated more than 50 million online impressions. In Sweden, it was even talked about on national public radio.For the crucial Christmas sales, when the campaign had its grand finale, the Philips Wake-up Light enjoyed a staggering 99% market share.

The experiment started with the search for a sleepyhead willing to become a human guinea pig. The job ad was published on all major job websites the Nordic countries, becoming the starting point to attract consumers to the product.We found our guinea pig in Henrik, a 24 year old musician, and set up a 30-day experiment in his bedroom with cameras recording everything.Every morning, Henrik experienced various wake-up methods that were all filmed and shared with online audiences through a microsite, social media and online PR - creating interest for both wake up methods and the product.

Client Brief Or Objective
Philips asked us to come up with a creative idea for how to create engagement for the re-launch of the new and improved Philips Wake-up Light - a product that helps you get out of bed by lighting up your room gradually, simulating a natural sunrise. This is especially appreciated in the Nordic countries where people suffer through dark mornings at least six months a year.Our assignment was to communicate the product benefits in a creative and engaging way, generate awareness and interest around the product, and increase the Nordic market share for the product line during Christmas sales.