The campaign, entitled Philips ‘Wo Xing我型', includes a TVC, online video, and roadshow events in dfferent cities. It has started with the release of a 'movie trailer' TVC in mid April, featuring celebrity Godfrey Gao, the Canadian-Chinese model who fronted Louis Vuitton's Spring/Summer 2011 ready-to-wear campaign.
An agency spokesperson said that ‘Wo Xing(我型)’ means ‘I can do it with style’ and turns everyday mundane or routine shaving into a celebration of confidence and attitude.
There are five weekly online episodes on the Sina weibo site. Without giving the whole story away, Gao plays a secret agent who is being chased by some nasty robots. In one incident, Gao's ID card shows hims as unshaven. He escapes the robots after using a Philips shaver to give himself a smooth shave.
To enhance engagement with viewers and key social-media opinion leaders, each episode releases clues for the audience to decode in order to complete the story based on the clues they receive.
The agency said that the campaign has attracted more than 7.5 million viewers and participants in just over two weeks since its launch.
“The campaign aims to embrace and show how the confidence of a man can be further sharpened when he is literally well groomed to face and conquer challenges in an exciting sci-fi like adventure, said Boon Lai, VP of Philips, area marketing officer Greater China, “men who rise up to challenges with their best looks – not just physical but a mental attitude is definitely a real charm and with substance.”
Credits
Client Philips China
Creative agency Tribal DDB shanghai,
Digital production team David Fei, Tengchuen Swee
Account team Barry Kevin Colman, Daryl Ho, Ellen Wu, Jane Chen, Jessie Zhang, Sharon Zhu, Kate Lu
Creative team Michael Dee, Billy Deng, Eva Han, Vain Cheng, Raymond Kong, Lara Lee, Xuechao Gui, Ricky Chen, Jeremy Shi, Bat Gu, Cais Cai, Ever Song
Producer team George Ooi, Cherry Wang
Traffic team Jacqueline Wu, Sandy Wang, Sunni Shen, Carol Huang, Lily Yao
Exposure TV, online, BTL
