| Title | Screenshot |
| Agency | DDB & Tribal Amsterdam |
| Campaign | Philips Cinema 21:9 |
| Advertiser | Philips |
| Brand | Philips |
| Posted | July 2010 |
| Business Sector | TV, Hi-Fi, Video, Personal Stereo & Accessories |
| Story | SUMMARY Philips needed to reposition itself in the highly competitive, margin-pressured TV landscape with the launch of the unique Philips Cinema 21:9 flatscreen TV. The business objectives were to solidify Philipss top 3 position and firmly establish the company as a technology leader in the field of flatscreen TVs and home entertainment. Specifically, Philips wanted to achieve a total average increase in the purchase funnel (awareness/familiarity/consideration/preference) of +5% (conversion of raised interest into retail-channel purchases) and a total market share increase from the start of the campaign of +1.5% in value. Philips wanted to minimize waste and reach its target audience in a cost-effective way. It decided to invest in the online channel, followed up by an innovative use of traditional media. The communication objectives were set for the total campaign: spontaneous advertising, awareness: +15%; campaign recognition: +10%; clarity of branding: +5%; familiarity: +5% and preference: +3%. To create rumour around Philips and to allow for more interaction between our target audience and the unique features of the Philips Cinema 21:9, the agency opted for a frozen-time film, shot using a state-of-the-art motion control rig, which would give the audience interaction control and allow them to move the camera back and forth frame by frame. In addition to the interaction within the film, the aspect ratio of the film itself could be changed at any time. This simple but effective comparison tool conveyed the spectacle of the new Philips 21:9 TV. This would also serve the campaigns halo effect: supporting the other products in the Philips flatscreen range. As a result, Philips total sales on average shop level exceeded the objective set of 4% and reached a 10% increase. There was an increase in all the other objectives set such as spontaneous advertising awareness, campaign recognition or clarity of branding. Moreover, the gross profit margin for total Philips flatscreen TVs registered an increase of 3,5% in 2009. |
| Media Type | |
| Market | Austria, France, Germany, Netherlands, Switzerland, Italy |
| Strategy Director | Pim van der Linden |
| Head of Integrated Marketing Communications | Gary Raucher |
| Managing Partner | Jacco ter Schegget |
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