|Product / Service||PHILIPS AIR FRYER|
|Category||A06. Promotional Items|
|Entrant||OGILVY & MATHER SINGAPORE, SINGAPORE|
|Entrant Company||OGILVY & MATHER SINGAPORE, SINGAPORE|
|Advertising Agency||OGILVY & MATHER SINGAPORE, SINGAPORE|
|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|
|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|
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.
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.
So we created Air-Oil, the first ever frying oil made out of air. Essentially 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.
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.