AIR-OIL

TitleAIR-OIL
BrandPHILIPS
Product / ServicePHILIPS AIR FRYER
CategoryA06. Promotional Items
EntrantOGILVY & MATHER SINGAPORE, SINGAPORE
Entrant Company OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency OGILVY & MATHER SINGAPORE, SINGAPORE

Credits

Name Company Position
Eugene Cheong Ogilvy/Mather Singapore Chief Creative Officer
Nicolas Courant Ogilvy/Mather Singapore Executive Creative Director
John John Skoog Ogilvy/Mather Singapore Art Director
Fabio Montero Ogilvy/Mather Singapore Copywriter
James Brook Partridge Ogilvy/Mather Singapore Head Of Television
Lorenzo Hassan Freelance Producer
Sebastian Ting Hogarth Worldwide Editor
Alexis Lefort Ogilvy/Mather Singapore Agency Producer
Alvin Chin Ogilvy/Mather Singapore Regional Creative Services Director
Andrea Vennhaus Ogilvyone Worldwide Regional Account Director
Robert Digiovanni Ogilvyone Worldwide Director Demand Programs Global Growth Markets
Luka Wu Philips Senior Marketing Manager Kitchen Appliances Asean

Brief Explanation

The main challenge was that nobody really knew about the Air Fryer and its technology. People weren't familiar with the fact that you can fry with air. Therefore our promotional material not only needed to guide people to the Air Fryer area but also to show in a very simple way how the product worked.

The Brief

3 years ago Philips launched the Air Fryer, a device that fries food with air instead of oil. Unfortunately, the product didn't get the success it deserved. Philips asked us to develop promotional material to attract shoppers in the electronics department where they could eventually buy the Air Fryer.

How the final design was conceived

So we created Air-Oil, the first ever frying oil made out of air. Essentially¬Ö An empty bottle that we distributed in supermarkets. Air-Oil bottles were placed on the shelves right next to regular yellow cooking oils. The bottles immediately stood out pushing people to grab them and discover our message about the Air Fryer as well as a discount voucher nudging them to get theirs at the electronics department.

Indication of how successful the outcome was in the market

The bottles redirected people towards the electronics department where they could buy their Air Fryer. And they did. Results: 14% increase in sales during the campaign compared to the same period last year. With tens of thousands new units sold, the Air Fryer is starting to change how people cook in Asia.