Philips
Client
Philips
Services
Digital Ad Campaign
Website
MBE Group was tasked with creating an ad campaign for Philips in the Canadian market that targeted mostly men, age 25-54 and owners of mid-1990’s modern muscle and sporty import vehicles, and domestic pickup trucks. In Canada’s diverse terrain, both safety and style are important for drivers who ultimately want to be highly noticeable, no matter the environment. Whether drivers want their import vehicle to look slick while driving around downtown Toronto, Ontario, or whether they want their domestic pickup truck headlights to better illuminate the backroads of Prince George, British Columbia, X-tremeUltinon LED headlights from Philips have them covered. Also, all ads had to be translated to Canadian French.
This integrated B2C digital ad campaign was designed to create brand and product awareness of the new Philips X-tremeUltinon LED headlights. Based on purchasing motivator research of this audience, we knew that when it comes to style, this audience wants to get noticed – they want people to take notice of all the hard work they’ve put into customizing their vehicle. And when it comes to safety, they want a powerful light that outshines the competition’s. The campaign “Brighter. Whiter. Stronger.” successfully conveys both style and safety to the audience, assuring them that with Philips LED headlights, they’ll have the newest, strongest, most stylish lighting product available.
We shot all original photography for this campaign that supported our storytelling approach, necessary for our high impact advertisement assets. The display ads all featured a driver with their vehicle in environments ranging from urban to rural, all demonstrating the emotional connection that drivers have with their cars.
In this integrated digital campaign we spread the advertising spend across four channels (Display, Video, Social and Search), all directed to reach our objectives (drive Ad Engagement and In-Store Visits). In the high impact creative, both display and video, we were able to tell a complete story. The Mustang conveys the nostalgia of a childhood love of toy cars, coming to life later as an adult. With the RAM, the story crafted was about a father and son camping trip, and their Philips headlights illuminating the dark night while they set up their campsite and tent.
All images are focused on the vehicles’ headlights, emphasizing both how slick they make the vehicles look, and how well they illuminate the road in front of them.
Strong, rich, vibrant hues were used, drawing special attention to the primary color of the Philips color palette – blue. Each graphic image used in the campaign used this same color treatment, as consistency and repetition help to create brand awareness.
High Impact Display Ads
In this interactive approach, the display ad is served to the viewer, showing the static image. After a few seconds, it transitions to the video, which tells the entire product experience story. On the right is a menu that enables the viewer to either find a retailer, or to interact with our ‘bulb guide’ product catalog. The display ads garnered an impressive 2.76% clickthrough rate, which is significantly higher than the industry standard of 0.07%.
1349
In-Store Visits to Retailer Stores
82643
Unique Engagements
227584
Total Interactions
26
Average Time Engaged with the Ad (Seconds)
2284
Clickthroughs
High Impact Display Video
In this approach the video ad is served to the viewer, along with a menu that enables the viewer to either find a retailer, or to interact with our ‘bulb guide’ product catalog. The video ads generated an 0.86% clickthrough rate, which is still higher than the industry standard of 0.07%.
1349
In-Store Visits to Retailer Stores
763595
Unique Engagements
2765645
Total Interactions
24
Average Time Engaged with the Ad (Seconds)
6581
Clickthroughs
Social Media Ads
In this carousel style storytelling approach we used a series of static images to tell the story of the user’s experience. Set in a rural environment, a father and son set out on a camping trip. Dusk is falling upon them as they drive to their destination, and when they arrive, the Philips LED headlights on their pickup truck help to illuminate their work area so they can set up their tent.
4104
Clicks
353
Conversions
9
Conversion Rate (%)
