Air Treatment. Creative proposal.
2014
Client: Philips.
360 degree campaign (online&offline) for Philips air humidifiers with NanoCloud technology.
![]() Philips Air Treatment. Creative proposal.Air Treatment. Creative presentation. | ![]() Healthy microclimateHealthy microclimate (campaign evolution) |
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![]() EvolutionFrom humidifier for child's health (ad of the category) to advantages and differences of NanoCloud technology | ![]() KV#1. NanoCloud |
![]() KV#2. NanoCloud | ![]() KV#3. NanoCloud |
![]() Sleeping children as a memeSleeping children as a meme | ![]() viral videoSleep problems are often associated with air quality. Video with funny sleeping children or with different ways to make kids to sleep is a good virus, as well as a way to draw attention to the product. Reference - "7 ways to put your baby to sleep" http://www.youtube.com/watch?v=CzKQiae52ik |
![]() "cloud" internet bannerthe banner that floats like a cloud on the page | ![]() "cloud" internet bannerthe banner that floats like a cloud on the page |
![]() banner (#2)Black speech bubble with mom’s fears and doubts (like “Is humidifier safe for my baby?”) after moving the cursor changes to the nano-cloud. | ![]() Yandex. MarketFor consumers the way of decision making often begins and ends with “Yandex. Market” (popular product search with price and characteristics comparison). |
![]() Yandex. Market“Humidifiers” page at Yandex.Market. Section “Recipes” - right now, there are recipes “purifier for bedroom”, “humidifier for large rooms” and “ultrasonic humidifier”, but no recipe “humidifier for a child’s room”. Yondex. Market strives to provides objective information, so this recipe will be present not only with Philips. However, this recipe could significantly narrow the choices of buyers and draw attention to the unique NanoCloud technology. | ![]() Yandex. MarketOnly three types of humidifiers are on the advanced search page: steam, traditional, ultrasonic. Thus Philips humidifiers perceived by many as a traditional humidifiers (not associated with innovation). Placement of information about the NanoCloud technology in the glossary and search system of Yandex.Market could significantly affect the buyer's choice. |
![]() CloudThe cloud can be used as a recognizable element in digital, activations, non-standard advertising, gradually "fixing" it for NanoCloud technology | ![]() art object or installationThe art object or installation in the shape of a cloud in the public space will help to draw attention to the technology and be the reason for PR. |
![]() place to breathA place to breath in the big city. We can set NanoCloud cube in a popular walking/recreation location in the city centre, where people can relax and breathe clean humidified air. | ![]() Beeline room on the roofExample: Beeline room on the roof of the Museum of photography. |
![]() expertExpert in the field of products for mother and child (mother-engineers) | ![]() expertIn the current communication AVENT Philips recommends. "Expert" is AVENT. The emphasis can be shifted, i.e. Philips can act as an expert in the field of products for mother and child. |
![]() "All for mother and child"In the section "All for mother and child" are only AVENT products. Section can be supplemented by other Philips goods intended for moms and kids - humidifiers (healthy air for your baby), portable steam cleaner and steam MOP (safe purity), lamps for the nursery. | ![]() Social Program (PR)Typically, the first time a woman hears a recommendation to buy a humidifier during a visit to the antenatal clinic. Equipment some of the women's health clinics and waiting rooms with climatic complexes (like a social program) is a good PR opportunity, and the ability to draw the attention of consumers (women while waiting and visits consultations will breathe clean humidified air and will be able to appreciate Philips humidifiers and air purifiers). |