The Brief

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.

Describe how the promotion developed from concept to implementation

We created a new product: Air-Oil, the first ever frying oil made out of air. Essentially… An empty bottle. Launched on the market like a proper FMCG product, Air-Oil was distributed in supermarkets and placed on the shelves right next to regular cooking oils. The bottles immediately stood out pushing people to grab them and discover our message about the Air Fryer as well as a discount voucher nudging them to get theirs at the electronics department.

Describe the success of the promotion with both client and consumer including some quantifiable results

The activation redirected people towards the electronics department where they could buy their Air Fryer. And they did. 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.

Explain why the method of promotion was most relevant to the product or service

We used our competitors’ shelves in an unusual way 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.