TAGS: product introduction / create buzz / innovative direct mail
Royal Philips Electronics is one of the
largest electronics companies in the world with sales of €29 billion in
2005 and 159,000 employees. One of its most popular product lines is
the PhiliShave.
The PhiliShave Cool Skin 7000 series unites Philips’ outstanding shaving technology and Nivea for Men’s skin care expertise to provide an extremely close shave, with less irritation. To create a buzz around the introduction of this new innovative shaver in Germany, Philips chose to use Icemedia’s icecards.
CAMPAIGN FACTS
• Online: 105,000 unique visitors / 304,000 pageviews
• Offline: 50,000 consumer activations / 780,000 card impressions
• Database: 50,000 records OBJECTIVES AND TARGET GROUP
• Reach a target group consisting of young males in the age of 15 – 30 years
• Reach the target through thru Direct Marketing
• Make a link with the retailer
CAMPAIGN SET UP
Philips
ran a campaign of 50,000 sets, each set containing three inserts
(voucher). To further promote the campaign 7,000 demo-icecards were
left at the Universities of Hamburg, Berlin, and Munich, while 5,000
leaflets were left at the retailer. A banner was placed on
www.philips.de to generate traffic from the Philips homepage to the
order website.
To create awareness about the campaign, email
marketing to 5,000 target group members was used. After ordering,
consumers received their set of personalized icecards within two weeks
at home, and could start handing them to their friends and
acquaintances, creating a buzz and stimulating word of mouth.
CAMPAIGN RESULTS
The
campaign was very popular among consumers. The icecards once again
proved to be a very effective and fun interactive marketing instrument.
In only 5 months, all the 50,000 sets were ordered and distributed.
72%
of the orders represented the age group of 15 – 30 years. The average
age of the people ordering cards was 24 years, peak lying at 26 years.
The viral effect of the icecards worked very well, with numerous
positive reactions in chat rooms on the Internet. Although only 63% of
the users were male, the high amount of females ordering can be
explained by the fact that they like to order for their husband or
boyfriend.
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