Philips: Case study

Credits & Description:

Media: Ambient
Brand PHILIPS
OGILVY AMSTERDAM Amsterdam, The Netherlands Entrant Company
OGILVY AMSTERDAM Amsterdam, The Netherlands Idea Creation
OGILVY SINGAPORE Singapore, Singapore Idea Creation
OGILVY AMSTERDAM Amsterdam, The Netherlands Production
OGILVY SINGAPORE Singapore, Singapore Production
OGILVY London, United Kingdom Production
WEFILM Amsterdam, The Netherlands Production
DARE CREATIVE Amsterdam, THE NETHERLANDS Production
FLEISHMANHILLARD Dublin, Ireland PR
MASSIVE MUSIC Amsterdam, The Netherlands Additional Company
JELIER EN SCHAAF Diemen, THE NETHERLANDS Additional Company
MACLOUD AMSTERDAM THE NETHERLANDS Additional Company
COMPOUND Amsterdam, THE NETHERLANDS Additional Company
HOGARTH WORLDWIDE Singapore, Singapore Additional Company
Peter van Rij Ogilvy & Mather Amsterdam Creative Direction
Martijn van Marle Ogilvy & Mather Amsterdam Creative Direction
Ross Fowler Ogilvy & Mather Amsterdam Creative Direction
Jacques Massardo Ogilvy & Mather Amsterdam Creative Direction
Nevil van Outheusden Ogilvy & Mather Amsterdam Copy
Nick van Wagenberg Ogilvy & Mather Amsterdam Art
Helen Fernando Ogilvy & Mather Amsterdam Concept
Djajant Hanenberg Ogilvy & Mather Amsterdam Concept
Madzy Beynen Ogilvy & Mather Amsterdam Strategy
Pauline Landa Ogilvy & Mather Amsterdam Account Management
Mira Overhage Ogilvy & Mather Amsterdam Account Management
Swantje Hoppe Ogilvy & Mather Amsterdam Production
Mariska Fransen Ogilvy & Mather Amsterdam Producer
Joshua Fenton Ogilvy & Mather Amsterdam Camera
Joeri Holsheimer We Film Direction main film
Joost van Herwijnen Dare Creative Direction recipe (how-to) films
Eugene Cheong Ogilvy & Mather Singapore Creative Direction
Nicolas Courant Ogilvy & Mather Singapore Creative Direction
Guilherme Camargos Ogilvy & Mather Singapore Creative Direction / Concept
Vinicius Cunha Ogilvy & Mather Singapore Creative Direction / Concept
Aritra Dutta Ogilvy & Mather Singapore Copy
André Jardim Ogilvy & Mather Singapore Copy
Insyirah Abdullah Hogarth Production
Nicholas Samuel Koon Lim Hogarth Editing
Craig Burleigh Ogilvy & Mather London Account Management
Gerry Human Ogilvy & Mather London Creative Direction
Gareth Ellis Ogilvy & Mather London Strategy
Orla Mateer Ogilvy & Mather London Account Management
Natalie Robinson Ogilvy & Mather London Account Management
Claudia Kauert Ogilvy & Mather London Account Management
Published: April 2018
Short Synopsis:
Ogilvy Amsterdam, London and Singapore steals priceless art and drops it in a blender to promote healthy eating for Philips. So now, you can now drink a Dutch still-life inspired masterpiece. The new campaign plays on the insight that people tend to ignore fruit and vegetables: in still life and in real life. 86% of Europeans don't get enough of them. This can lead to all kinds of serious health problems. Philips believes that fruit and vegetables matter. They also believe there's always a way to make life better. So, with Dutch Masterjuices, Phillips teamed up with The Rijksmuseum to ­put fruit and vegetables back in the picture. The healthy living campaign kicked off with the release of a short film which sees still life works of art mysteriously lose their fruit and vegetables in a bold move that creates confusion and surprise with museum visitors.
Synopsis
Philips, founder partner of The Rijksmuseum, Amsterdam, noticed that people tend to ignore fruit & vegetables in real life and in still life. Even the relatively healthy Dutch. (86% of Europeans don’t get enough and ignoring them leads to serious health problems. The World Health Organisation (WHO) recommends a minimum of 400g of fruit and vegetables per day). Healthy eating is the driving message behind Phillips' range of home appliances, such as blenders. They believe that 'there's always a way to make life better' and wanted to find a way to put the topic of fruit and veg back in the picture whilst promoting their blenders as a tool for healthy eating. But how do you bring attention to a topic that is so easily ignored and encourage people to eat more fruit and veg? That is the task that Philips, a global leader in health technology, gave to us.
Strategy
Philips calls their target audience 'life embracers'. They are individuals, typically aged 25 onwards, who are cultured and health conscious, but apathetic to the same old health messages. We needed to remind them of the important topic of fruit and vegetable consumption, but in a way, they'd find engaging and less easily ignored. Just like fruit & veg, art also enriches our target markets' lives. But we needed to be bold and do something high profile. So, as a founder and a long-term partner of the Rijksmuseum, Philips combined people’s passion for the arts with their own commitment to healthy living to grab attention with an experience they would never forget. We used the ingredients from priceless paintings and turned them into healthy juices using a blender. We gave them the chance to actually taste a Dutch masterpiece.
Relevancy
Tasting juices made from priceless art, in The Rijksmuseum, gave direct contact with a targeted audience. The responses we provoked were, firstly, the audiences mouths watering - desire. The brand rewarded that directly & personally, at the launch event, with the taste of a masterpiece painting, and then online with 'How-To' films that showed everyone how to make their own juices and taste a masterpiece. Second, we provoked the response of discussion around a topic that was previously overly familiar and easy to ignore. We reached them with a direct reminder of healthy habits through an interesting experience.
Outcome
After only 3 weeks, European & worldwide media picked up the stunt and re-ignited the discussion on how fruit and vegetables are crucial for our health and well-being. The campaign appeared in news channels and health blogs like Women’s Health, Time Out, Health Populi, Horizont, Creativity Online. People even shared their own Masterpiece Recipes online.
Nearly 45 million people were reached in the first three weeks, with 190% over-delivery on target views.
26% over-delivery on number of media at event.
+9000 articles online (google).
Total articles over-delivered by 40%.
Social reach over-delivered by 56%.
Achieved 5 markets instead of 3. That's 40% over-delivery.
View Rate: 50% view rate target of 20% is Philips benchmark: campaign is currently over-delivering by an average of 40%.
KPI versus media investment: every KPI in good shape - delivering at lower cost and higher pace than expected.
Execution
To kick things off, we took the fruit & vegetables from priceless paintings by Dutch Masters & turned them into healthy juices using a Philips blender. Visitors to the Rijksmuseum were greeted with a glass of a Dutch MasterJuice. The juices were launched at an event alongside the masterpieces themselves as unsuspecting visitors and media invitees alike could taste the juices - fresh from the Philips blender. From a simple product demo event, the media then broadcasted our healthy living message for us. To reach a wider audience we released an online film, featuring an audacious art theft, where we stole the fruits from these famous still life paintings. We also pushed 'How To' films across social channels so that everyone at home could enjoy the taste of a Dutch masterpiece. After the initial launch, the campaign continues to run and gather PR coverage across the world.
Campaign Description
In short, we took the ingredients from famous still life paintings by Dutch Masters and turned them into juices using Philips blenders, so that people could 'taste a masterpiece'. We gave people a healthy taste of art and got the topic of fruit and veg back on people’s lips. The juice range was launched next to the masterpieces themselves and made available throughout the Rijksmuseum. We used 'Still Life with Flowers and Fruit by Jan van Huysum (1728), Still Life with Cheese by Floris van Dijck (1615) and 'Fruit in a Terracotta Dish' by Anthony Oberman (1830). To reach a wider audience, we released an online film featuring an audacious art theft, where we stole the fruit & veg from these famous still life painting and turned them into juices.