The Brief

Philips is the styling brand for young India and wanted to aggressively reach out to enthusiastic, style conscious Indian youth creating an association with Style, moving away from the then current gifting proposition on valentine its peak sales period.Our objective was to position Philips as synonymous with personal styling while highlighting key product features in a touch sensitive category. Insight showed that our audience was most conscious of their looks during Valentine which is a time of togetherness and the campaign drew from this flavor focusing on looking your best for your partner, creating your very own expression of style as a couple with #StyleTurf.

Describe how the promotion developed from concept to implementation

Philips #StyleTurf emerged as a campaign where Philips Styling and selfie could take you to stardom. We created #StyleTurf which promoted the cultural symbolism of the valentine day celebrations with the topically relevant and hot trend of #Selfie combined with sprinkled spice of glamour with a youth television channel. Styles were promoted on Social media channels, live experience pads at retail, campuses and youth locations, and encouraged couples to style themselves and click a couple selfie, increasing social conversations as couples shared their valentine styles with Philips Styling Mediums like Radio, Mobile and Retail were all used to full potential leading to buzz and success of the campaign.

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

Campaign captured the attention of 1.5million+ consumers and engaged 8000+ style enthusiasts with live demos • With 60000+ conversations, Campaign trended on number 1 and in top 5 • 2000 outlets were activated across channels. Demo zones and Selfies drove shopper engagement. Digital platforms aggregated on-­‐ground and digital content. • Trending in India with campaign #hashtags #StyleTurf #TGIF #StyleTurf4Men #StyleTurf4girls #Philips during the entire Valentines week. • PR: Media picked up the campaign as the stories did rounds in national print media and captured the online media space. Captured consumer lifecycle through communication, creating conversations, impacting sales leading to product adoption backed by the right consumer sentiment and motivation to buy.

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

Valentine season is a cluttered time with the market abuzz with sales and offers for our young and digitally native audience. We wanted to drive real and relevant conversations while delivering an experience which genuinely added value to our consumers. Rooted in insight, our campaign met objectives creating the marked shift in position from gifting to styling. Popular youth trend of the selfie was the perfect trigger to power genuine product experiences and drive enthused consumer engagement rooted in the proposition of personal style. With a positive shift in consumer adoption Philips successfully transformed its positioning towards personal style with the campaign #StyleTurf while demonstrating an improved brand health.