Title | AIR-OIL |
Brand | PHILIPS |
Product / Service | PHILIPS AIR FRYER |
Category | C01. Integrated Campaign Led by Promo & Activation |
Entrant | OGILVY & MATHER SINGAPORE, SINGAPORE |
Entrant Company | OGILVY & MATHER SINGAPORE, SINGAPORE |
Advertising Agency | OGILVY & MATHER SINGAPORE, SINGAPORE |
Production Company | HOGARTH WORLDWIDE Singapore, SINGAPORE |
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 |
Koon Lim | Freelance | Director |
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 |
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.
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.
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.
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.