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Air Treatment. Creative proposal.

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2014 

 

Client: Philips. 

360 degree campaign (online&offline) for Philips air humidifiers with NanoCloud technology.

Philips Air Treatment. Creative proposal.

Philips Air Treatment. Creative proposal.

Air Treatment. Creative presentation.

Healthy microclimate

Healthy microclimate

Healthy microclimate (campaign evolution)

Evolution

Evolution

From humidifier for child's health (ad of the category) to advantages and differences of NanoCloud technology

KV#1. NanoCloud

KV#1. NanoCloud

KV#2. NanoCloud

KV#2. NanoCloud

KV#3. NanoCloud

KV#3. NanoCloud

Sleeping children as  a meme

Sleeping children as a meme

Sleeping children as a meme

viral video

viral video

Sleep 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 banner

"cloud" internet banner

the banner that floats like a cloud on the page

"cloud" internet banner

"cloud" internet banner

the banner that floats like a cloud on the page

banner (#2)

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. Market

Yandex. Market

For consumers the way of decision making often begins and ends with “Yandex. Market” (popular product search with price and characteristics comparison).

Yandex. Market

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. Market

Yandex. Market

Only 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.

Cloud

Cloud

The cloud can be used as a recognizable element in digital, activations, non-standard advertising, gradually "fixing" it for NanoCloud technology

art object or installation

art object or installation

The 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 breath

place to breath

A 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 roof

Beeline room on the roof

Example: Beeline room on the roof of the Museum of photography.

expert

expert

Expert in the field of products for mother and child (mother-engineers)

expert

expert

In 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"

"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)

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).