philips lumea - Dentsu Aegis Network

PHILIPS LUMEA
With a limited budget, Carat realized a successful partnership
in the north with Libelle TV & Vijf in the period around
Mother’s Day for the Philips Lumea. They wanted to increase
the brand awareness for Philips as the leader of the
breakthrough light-based depilation category with Philips
Lumea. Furthermore, it was important to convince the
consumer about the effectiveness and safety of the product and
to increase the familiarity with the product.
MOTHER’S DAY, A PERIOD OF SUCCESS
For this campaign, Carat focused on women from metropolitan areas between 25 and 45 years old from
higher social classes with a higher professional education. Those women attach great value to style,
beauty and fashion and are also interested in new innovations. With own tools, Carat could analyze this
target profoundly.
Mother’s Day is typically a period with lots of advertising around beauty and consumer lifestyle products.
It remains a perfect period to convince women they are worth a luxury good to take care of themselves.
Thanks to a good cooperation between Dentsu Broadcast, Amnet and Carat, Philips’ ads were able to
stand out.
TV, ONLINE AND SOCIAL MEDIA AS THE PERFECT TOOLBOX
For this campaign, the several media experts combined online, TV and social media into a perfect toolkit.
After the start with a classical spot, they launched an activation spot to win a Lumea and they created
online visibility on the website of Vijf. In addition to this, it was important to generate more engagement
with the target. The perfect combination consisted of an activation page and interaction via posts and
comments on the Facebook page. On top of that, a mailing was sent to a large women database. As a
result, the media experts from Carat, Dentsu Broadcast and Amnet created a good reach and affinity in
both online, social media and TV, which gave them a strong media plan.
LET’S DO IT AGAIN!
The website received 2.600 unique visitors per week, of which 70% participated in the contest. Compared
to the 1.150 visitors other actions realized, this campaign was considered very successful. In addition, the
activation spot (on top of the classical campaign) generated a reach of 37,5% coverage on women 20-49
years old. Philips was super enthusiastic about the results and decided to have a follow up in December
2014, which also came up to expectations.