The Brief

Like most appliances, Philips Noodle Maker retails primarily in major electronics stores. But like most appliances, it's just another lifeless display set sitting atop boxes of products. For a new product in the market, there was a need to engage audiences via real experiences. Instead of a typical advertising campaign, we found a golden opportunity to directly demonstrate the beauty of the product and directly make the sale.

Creative Execution

January 16th 2015 - With a social fan base exceeding 900,000, we ran a social contest on Philips Home Living Facebook page to scour for homemakers about to play host to huge reunion dinners. 21st January - we followed the call for entries using offline support with press. February 17th - we rewarded selected homemakers with complimentary Noodle Makers. Some were picked to star in our product demo videos, filmed live over reunion dinner, Lunar New Year. February 18th, Lunar New Year's eve - "clan promotion" went live on Philips online store. Officially turning each home into our showroom. Concurrently, we released the films that showed our complimentary Noodle Makers being delivered and demonstrated. Followed closely the next day with the films that showed how each family planned and prepared for their reunion feasts with the Noodle Maker. This campaign was supported with tactical media like banners and YouTube pre-rolls.

Describe the creative solution to the brief/objective.

Singapore has a majority population of Chinese (74.2% of resident population). The strategy was to leverage upon a tradition like Reunion Dinner during Chinese New Year, and use real homes that were guaranteed to attract a huge guest list of extend family and friends, most of whom were also home-makers, to experience the wonder and joy of a Noodle Maker during the time when home-cooked food matters most. With over 900,000 audience in its Home Living Facebook Channel, we had no problems scouring for real families that were hosting the biggest reunions.

Results

In 3 months with less then 60,000 SGD of media spent and minimal production budget we achieved: - Campaign targets : Increased product awareness [ Search volume increased by 60% ] - Business targets: Exceeded sales targets by 30% during a typical low sales month for home appliances. - Qualitative results : Increased brand association and became the category lead. [ The key words for the category were/are associated to Philips [ The audience searched directly Philips Noodle maker instead of just Noodle maker]