| Title | UNSNOOZE YOURSELF |
| Brand | PHILIPS |
| Product/Service | PHILIPS WAKE-UP LIGHT |
| Category |
A08. ORIGINAL GAME OR USE OF GAMING |
|
Contributing Company
|
PHILIPS Stockholm, SWEDEN
|
|
PR Agency
|
EDELMAN DEPORTIVO Stockholm, SWEDEN
|
|
Entrant Company
|
EDELMAN DEPORTIVO Stockholm, SWEDEN
|
Credits
| Agency |
Edelman Deportivo |
Team |
| Carina Franzén |
Philips |
Marketing Manager |
The Campaign
There is brand entertainment in the market, but what differentiates this campaign is its connection from social interaction, through the platform, leading to sales opportunities.
Results
The brief
Philips asked us to create a campaign to increase sales of Philip Wake up Light - an alarm clock that wakes you up with light instead of abrupt sound.
Challenge
The Wake-up Light was a success when launched years ago, but needed a new boost without being able to present that many new product features.
Strategy
To communicate the product as a way to wake up naturally. During the long winter, Scandinavia is a dark and depressing place to live. To survive, we snooze. Everybody has an opinion on snoozing, and we wanted to use these strong sentiments as fuel for the campaign.
Execution
Our solution was Unsnooze – the Game: A mobile app allowing the users to compete themselves out of bed. Sort of like a social alarm clock letting you wake up with a stranger without having to feel awkward about it. Every aspect of the communication included the Philips Wake-up Light as a better alternative to snoozing.
We amplified the idea with mobile ads, the first Nordic survey on snoozing habits, in-store marketing, and by creating real time social content on the topic of sleep and snoozing in Philips social channels.
Most people are already aware of Philips Wake-up Light. To increase awareness and sales, we gave it a new, brave purpose. We challenged snoozing. The topic of snoozing proved to be truly engaging. Some people love it, and some hate it. And by not only defining the snooze problem, but also giving people tools to “unsnooze” we turned the strong engagement into sales.
Summary of the Campaign: Give an overview of the whole campaign or project from start to finish, in order of implementation. Describe the challenge, the objectives, the strategy and the execution
The engagement for and against snoozing was huge. Our campaign site had visitors from more than a hundred countries and tens of thousands downloads of Unsnooze – the game. We got wide media coverage in major Scandinavian newspapers and a lot of international ones. Most importantly, we increased the sales of Philips Wake-up Light with more than 26 percent (units sold) during the campaign period compared to the year before. Shoppers asking for the lamp in the stores, even referred to it as “the snooze-lamp”.