AUG2012

FOREVERYOUNGFOREVERYOUNGPutting a new spark in an old love

INSIDER INFORMATION

INSIDER INFORMATION

It's not what you think

385+THINGS TO DOWITH PHILIPS

385+THINGS TO DOWITH PHILIPSHint: it starts and ends with social media P.35

HOTNEWSHOTNEWSHashtags are your new best friendAnatomy of a roll-outMaking the most of feedback

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IN THIS ISSUE Regional marketing: It's all about the subtle seduction

01 / Aug 2012 philips

beauty ME

2075 University Suite 1201Montreal, Quebec.H3A 2L1, Canada+1 514 894 2244+1 800 986 9342

MONTREAL41 Madison Avenue

31st FloorNew York, NY 10010-011(646) 202-2683

NEW YORKDubai Airport Free Trade Zone 03rd East Wing Building 04th Floor, P.O.Box - 54620

Zip: 54620-011

DUBAIhead office

02 / Aug 2012

THE CHALLENGE

hilips is an established brand name, but not one necessarily associated with new products or innovation. The goal was to increase brand awareness around the world, particularly in new terri-

tories such as the Gulf region.

PWhile the name Philips may be familiar to some consumers, it was time for a re-introduction. Philips was particularly interested in appealing to the 18 to 24

year old demographic.

philips

03 / Aug 2012

DTHE SOLUTION esktop-laptop based Internet penetration in the Middle East, and in the Gulf in particular, is low in comparison to the rest of the world.

BBroadband coverage is some-times limited, and computer ownership is generally limited to business. Mobile, however, is an-other story.

philips

04 / Aug 2012

W ith a high rate of mobile ownership and usage, we could still count on the standard social media platforms. Ev-erything we did had to live and breathe on entirely mobile.

We also had to be subtle. While the Arab Spring had brought hope to many countries, it was seen as a threat in the delicate social balance that characterizes the Gulf states.

Our content, which, after all, was using the medium of the revolution, had to be devoid of innuendo, free from misinter-pretation, and completely obvi-ous.

philips

05 / Aug 2012

THESTRATEGY

w

philips

06 / Aug 2012

wWe also worked with a team of local Twier “agents” on the ground. After a period of training where we taught them how to tweet, how to retweet, what a hashtag was, how to best compose a tweet, how to move things forward virally, and so on, they hit the streets.

TThe rollout for Facebook lagged behind by a couple of weeks. This al-lowed us to generate excitement within the existing Twier crowd. We linked tweets to Facebook posts, and vice versa. By the end of week 1, we had 750 Facebook fans. By the end of week 3, we had 24,000.

Location-based marketing allowed us to occupy a significant presence on the ground. We partnered with local retailers to offer on-site promos and discounts to customers who showed up with a tweeted message from us.

Finally, we developed a database search application that allowed users to search for Philips products and where they could buy them. Users could also rate prod-ucts, review them, share information, and communicate directly with Philips. The application was promoted and distributed free via Facebook.

philips

07 / Aug 2012

The hashtag #PhilipsGulf was a top regional trend at three different times during the campaign. These peaks were occurring when provided “insider” infor-mation about Philips products, especially in a hu-morous manner.

THERESULT

philips

08 / Aug 2012philips