Corporate Image & Information

The Shortlist
CAMPAIGN
Philips Innovations for You
AGENCY
Ogilvy & Mather Shanghai
CLIENT
Philips China
BRAND
Corporate Brand
DETAILS
CAMPAIGN SUMMARY

China can bring a lot of surprise to international brands. In this particular case, Philips found itself in the unexpected situation, being perceived as just another respected western manufacturers. As a brand that had been continuously creating innovations to improve the quality of people’s life for 120+ years, it realized today’s innovation agenda had been ‘hijacked’. All people cared about were simply the next new thing, such as… the next even bigger smartphone. This perception gap posed a serious threat for Philip’s future growth in a country that is all about entering the next chapter. It was the critical social tension over issues such as pollution and food safety that made Philips realize it could work with the public in-need to redirect the agenda towards ‘what really matters to life’ again. The brand launched an online movement to directly engage people through social and digital programs to focus on ‘improving quality of everyday life’. Riding on the social context and buzz, Philips also introduced its innovative solutions to the issues being talked about, linking its innovations closely to what people really needed. The campaign achieved record level online engagement for Philips brand, enabling it to make serious progress on its brand image and brand preference score. And the innovative products introduced in the campaign saw an online sales growth by a whopping 123%. Philips couldn’t be more excited about what it had achieved together with the people.
CAMPAIGN
The Highest Goal
AGENCY
TBWAHAKUHODO
CLIENT
adidas Japan
BRAND
adidas Football
DETAILS
CAMPAIGN SUMMARY

The final qualifier for the World Cup – a must-win to earn a World Cup berth. As an official sponsor and supplier, adidas Japan wanted to turn the event into an opportunity to make a connection with its audience using the unifying theme of football. The objective was to create an event that Unites and Engages football fans throughout Japan in support of their national team. During football matches, they rely on their ever-present smartphones to stay connected with each other. The strategy was to generate dynamic connections among football fans in support of their team. Our solution was an interactive projection 200 meters above the ground in Tokyo on the day of a crucial game for the national team. Fans could use their smartphones to virtually ‘throw in’ a soccer ball towards the projection – a massive video of Japan star forward Shinji Kagawa, projected on the wall of a high-rise building. Kagawa received the ball and made a shot on goal. The experience created social media buzz. The event caught the attention of media. The campaign was featured in many TV programs together with game results, exciting fans the next day and earning media exposure totaling some USD $100 million.
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