|Product / Service||PHILIPS AIR FRYER|
|Entrant||OGILVY & MATHER SINGAPORE, SINGAPORE|
|Entrant Company||OGILVY & MATHER SINGAPORE, SINGAPORE|
|Advertising Agency||OGILVY & MATHER SINGAPORE, SINGAPORE|
|Production Company||HOGARTH WORLDWIDE 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|
|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 raise awareness on this new way of frying.
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.
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.