AIR-OIL

Short List
TitleAIR-OIL
BrandPHILIPS
Product / ServicePHILIPS AIR FRYER
CategoryB03. Consumer Products (incl. durable goods)
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
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

Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

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.