AIR-OIL

Bronze Spike
TitleAIR-OIL
BrandPHILIPS
Product / ServicePHILIPS AIR FRYER
EntrantOGILVY & MATHER SINGAPORE, SINGAPORE
Entrant Company OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency OGILVY & MATHER SINGAPORE, SINGAPORE
Production Company HOGARTH WORLDWIDE 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
Koon Lim Freelance Director
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
Sharon Chan/Joan Lai/Thomas Quak Geometry Global Singapore Creative Team
Laura Lim Geometry Global Singapore Creative Service Manager

The Campaign

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 raise awareness on this new way of frying.

Success of the Campaign

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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We created a new product: Air-Oil, the first ever frying oil made out of air. Essentially… An empty bottle. And we used it as our media to promote the Air Fryer. Launched on the market like a proper FMCG product, Air-Oil was distributed in supermarkets, on the shelves right next to regular cooking oils, and supported by and entire POS campaign with collaterals and in-store cooking demos, as well as outdoor advertising. This allowed us to generate massive attention on the Air Fryer and communicate to a very large audience that air had become the new oil. The campaign redirected people towards the electronic department where they could buy their Air Fryer. And they did.