Brief Explanation

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. Reunion Dinner over Chinese New Year is traditionally the one time in the year when extended families and friends come together for home-cooked feasts. Which made real homes the ideal retail showrooms. 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. By rewarding each family with a complimentary Noodle Maker that came with its own unique "clansmen" online discount, the latest addition to the family attracted plenty of attention, hands-on experience, and purchase compared to sitting quietly in a store.

The Brief

The Noodle Maker was a fairly new home appliance on the market. There wasn't enough exposure for trial and purchase, and getting retail spaces for live activation can be tough and costly. 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.

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

THE 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]

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

January 16th 2015 - With a 868,196 fan base, 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.