The Campaign

Branded Entertainment in Singapore is increasingly a focal point for marketers and brands. Especially when budgets for commercial airtime is tight, and increasing shift of media consumption from airtime to online. The restrictions or regulations in Singapore isn't an issue. What led to the need for branded content is audience driven. When consumers are spoilt for choice with regards to entertainment - on-demand, 24/7, content created by brands are effectively fighting for the affection and attention of consumers just like any original content created by television networks.

Results

Under the campaign - Lose the Oil, Not the Love, our branded content was first released on Philips Home Living Facebook channel. With a fan base exceeding 900,000, the message truly hit home. Combined with a concurrent release on YouTube, optimised strategically, both digitally and in-stores, this campaign was brought to life. 10th July 2015 - film released on Philips Home Living Facebook Page. 10th July 2015 - Concurrently digitally optimised with Facebook banner ads, Google Display Network Ads, Yahoo ads, search optimisation, youtube roll overs. 11th & 12th July 2015 - In-store activation begun at major retailers. Affluent young home-makers have taken to Airfrying. But elderly mothers have not. The challenge was to open a new market segment for Philips Airfryer. As a pioneer of Airfrying, Philips has also faced price cuts and competition from other brands who jumped on the bandwagon. So the strategy was to go back to basics, use a humble lunchbox filled with a familiar favourite (cooked with Philips Airfryer) and the affirmation from a mother's child, to convince elderly mothers that a great home appliance is not complete without her loving touch.

Food is the language of love between mother and child. Especially for reserved elderly mothers. The elderly mother seen in the film truly resonated with the audience as she reminded fellow mothers and children of that familiar feeling of maternal love. Also, in highly cosmopolitan Singapore, many grown-ups are too busy to dine home as much as they should. Meals become quick fixes than moments of love. The context reminded everyone that while cooking with air is new, a mother's love never gets old. Ultimately, the audience saw a version of themselves in the slice of life captured.

The target was to improve market share by 15%. At the same time, build brand affinity and preference for Philips Airfryer now that the market is saturated with Airfryers from many other brands. Despite the product having hit the shelves since 2011, sales increased by 50% within a month of our content release. With minimal media spend, the film garnered organically over 260,000 views in three weeks.

Elderly mothers in Singapore have not warmed up to the idea of cooking with air. What's convenient seemed like a compromise to their proud culinary skills. We wanted them to experience the product, test it by cooking their child's favourite food, and gain the affirmation of their children in the most heartfelt and honest way. So we invited an elderly mother who had never used an Airfryer before, documented her pride and purpose in using food as her language of love for her children. The entire process culminated in a truly raw and heartfelt moment when we delivered the food to her son. Via face-time, both mother and son's emotional exchange was captured in real-time. In this film, the product itself simply played the role of a facilitator to the content we documented.