The Brief

-Over 73% of Taiwanese men think that grooming is just about cleanness, preferring a clean-shaven look over any type of beard and stubbles. In order to increase penetration of Philips Grooming Kits, we have to initiate more men in the art of facial hair and invite them to stay in touch with our products. -The promotion had to reach young males in a conducive environment for them to open up to the idea of facial hair and encourage trial. Also, given the limited budget of a low priority product line, it had to be done in a cost-effective way.

Creative Execution

-Due to budget constrains, we ruled out expensive visualization solutions like Augmented Reality technology, and opted for a more intimate approach. -By embedding the experience into the established hair cutting ritual we created a unique opportunity for the brand, when men were most receptive to suggestions about their looks and open to try something new. -The idea of a low-tech ‘Augmented Reality’ mugs delivered a powerful product demonstration, reinforced by the hair stylist’s endorsement and the special discount. Altogether it introduced young men to our products and helped to establish a new channel for direct communication.

Describe the creative solution to the brief/objective.

-We targeted men at popular hair salons, catching them by surprise. -The salon capes were replaced with custom designed ones, featuring an arm holding a Philips trimmer. -The men magazines were bookmarked to point out famous whiskers. -And the salon beverage was brought in transparent mugs featuring a dozen of different facial hair styles for customers to play with in front of the mirror. -Trained hair stylist provided encouragement and even product demos throughout the visit. -As a parting incentive, the coaster featuring a coupon to be redeemed at the nearest home appliances store was also used for data capture.

Results

-The campaign clearly leveraged the most efficient opportunity for education and data capture. -Based on the questionnaires and post-interviews, 95% of clean shaved participants* enjoyed the experience and changed their mind about growing a beard. -1687 new valid emails were collected. -All previous Philips Grooming Kits promotions were outperformed. It delivered a record-breaking 25% of coupon redemption, an overall sales increase of 46%. -The cost per contact from USD 64 to USD 2**. * Total participants: 5,273; Total number of valid return was 2,109. **The cost per contact of previous campaign executed at department stores on average was USD 64.