| Title | AIR-OIL |
| Brand | PHILIPS |
| Product / Service | PHILIPS AIR FRYER |
| Category | A02. Ambient media: small scale (incl. premiums and giveaways) |
| Entrant | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Entrant Company | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Advertising Agency | OGILVY & MATHER SINGAPORE, SINGAPORE |
| 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 |
| Koon Lim | Freelance | Director |
| Sebastian Ting | Hogarth Worldwide | Editor |
| Alexis Lefort | Ogilvy/Mather Singapore | Agency Producer |
| Lorenzo Hassan | Freelance | Producer |
| James Brook Partridge | Ogilvy/Mather Singapore | Head Of Television |
| Andrea Vennhaus | Ogilvyone Worldwide | Regional Account Director |
| Robert Digiovanni | Ogilvyone Worldwide | Director Demand Programs Global Growth Markets |
| Alvin Chin | Ogilvy/Mather Singapore | Regional Creative Services Director |
| Luka Wu | Philips | Senior Marketing Manager Kitchen Appliances Asean |
| Sharon Chan/Joan Lai/Thomas Quak | Geometry Global Singapore | Creative Team |
| Laura Lim | Geometry Global Singapore | Creative Service Manager |
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 re-launch the Air Fryer and promote this new way of frying amongst regular cooking oil consumers.
We used our competitors’ shelves to target the right people (regular oil consumers) at the right time (at the exact moment they’re buying oil) and to redirect them towards the Air Fryer.
We created a new product: Air-Oil, the first ever frying oil made out of air. Essentially… An empty bottle. And we launched it like a regular FMCG product. In supermarkets, placing our intriguing bottles on the shelves right next to regular cooking oils. This allowed us 1) to target potential consumers at the exact moment they were buying oil 2) to communicate in a very physical way that air had become the new oil 3) to redirect people towards the electronic department where they could exchange the bottle for a discount on the Air Fryer. Which they did.
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.