Brief Explanation

India is the world’s largest youth economy, grooming is booming and youth are actively on the lookout for means to trendy and efficient daily personal styling. Our strategy was to associate Philips styling products with convenience and speed while encouraging live DIY trials. The message was crisp, engaging and fun. We used a three-step approach: 1. we needed to keep it simple and believable, which was done by creating a styling app (on mobile & social media). Users had to click a selfie, then start styling themselves with a timer ticking, and then take a selfie afterwards of their transformation, which were shared on social media. We kicked off the Hunt for India’s SpeedStyle sensation. 2. A series of experience pads in malls, campuses and retail with live trials drove engagement. 3. We used traditional media in the form of OOH and radio while the digital media buzzed with conversations.

The Brief

Styling, for both men and women has moved from being occasional to regular. A large majority of Indian youth still believes that styling is synonymous with salons. Our task was to associate Philips styling products with great daily styling and make Philips synonymous with salon-like styling at home. The strategy was simple: experiencing is believing. Enthuse consumers to use Philips Styling range to #SpeedStyle themselves and get salon-like styling at home, and let them use the SpeedStyle app to not just participate and share but also to learn how to create any popular style at home with Philips.

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

Our goals were focused and our results were phenomenal. 1. INCREASED ENGAGEMENT - The campaign reached out to 5 million consumers across all platforms, generating over 90 million impressions with 140,000 conversations. #PhilipsSpeedStyle trended both nationally and globally over several days providing the communication considerable mileage. 2. SUPERIOR DIY EXPERIENCES ESTABLISHED THE SPEED AND STYLING CAPABILITIES OF PHILIPS - Trimmer and KeraShine range shone through as the poster boys of quick and convenient daily personal styling as thousands of youngsters tried and styled themselves at the experience zones. 3. REINFORCED THE PHILIPS VALUE PROPOSITION OF “SALON-LIKE STYLING AT HOME”A spike in retail and online sales, reduced bounce rate at the outlets, and increased adoption enthused by the positive consumer experience and buzz.

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

Our creative strategy was two-fold. 1. Leverage the youth’s love of styling and give them a DIY opportunity to try and then believe that they can get salon-like styling at home. 2. Create conversations around easy styling opportunities and capture thousands of youngsters proving that speed, style and convenience were now available at their fingertips. The task was simple, ‘style yourself as fast as you can with the Philips styling range and share your SpeedStyle transformation with #PhilipsSpeedStyle on your social networks. RJ’s joined in the hunt to find the most stylish people in town and crown India’s SpeedStyle sensation. SpeedStyle DIY stations were placed to allow the audience to participate in the contest. Daily winners were announced on the app, and judged on the basis of the best style achieved in the least possible time. To get the digital community buzzing, conversations were driven using hashtags like #PhilipsSpeedStyle.