|Product / Service||PHILIPS AIR FRYER|
|Category||A04. Use of Ambient Media: Small Scale|
|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|
Using our competitors’ shelves in a rather unusual way we targeted the right people at the right moment and managed to generate massive attention on the Air Fryer. 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. We launched it as a regular FMCG product, distributing it in supermarkets and placing our intriguing bottles on the shelves right next to regular cooking oils. This allowed us 1) to stand out in the middle of our competitors 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 buy the Air Fryer. And they did.
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.