CASE STUDY: Driving trial for Philips via tablet advertising
Provided by Adnostic
An informative interactive ad unit to showcase Philips' innovative laser features and sleek design.
What was the Challenge / Background of the Campaign?
Philips wanted to regain its leadership position in high-end facial trimmers by persuading men to upgrade/switch from their current trimmer to the new Philips StyleXpert. The overall positioning of this product was "the most precise trimmer". It has three features that help deliver this, first and foremost is "laser light guided precision". Philips wanted to reach a target audience of high spec appreciators who love design and would be attracted by the technical gadgetry of this new trimmer.
What was the Campaign Objective?
The objective for Philips was to convey that the unique BT 9000 gives you precise straight lines and perfect symmetry every time with confidence. Philips wanted the audience to be blown away by the straight lines and symmetry this trimmer can deliver. The audience should question the precision of their current facial trimmer and feel compelled to find out more, once inspired they would check out online brand websites, comparison sites, etc.
What was the Solution?
With a large arsenal of assets plus a distinct USP, Adnostic knew they would need to amplify the laser concept and come up with a way to include a lot of content within one tablet ad. It was crucial that the ad was designed responsively for different sized devices and to run live across multiple publishing platforms. The answer was a multi-page ad, essentially a mini hub, which neatly showcased all the elements of the shaver within a sleek creative. Laser lines "split" the page names and an interactive 360 shaver spun around with a laser light, thus enhancing the feature.
What were the Results?
The Philips BT9000 ran in 11 titles and was built with a responsive design so that one file could be supplied for iPad and mobile versions. The ad gained nearly 600,000 views during the campaign.
*PLEASE NOTE: For best results View Website on iPad, Chrome or Safari only*