Philips launches global ad campaign by iris
January 22nd, 2010
When Philips wanted to launch an integrated campaign for its state-of-the-art irons, it asked iris to come up with some cut-through creative that would appeal to its target market.
Like all things, irons are updated constantly. But people don’t seem to see their iron as part of the world of change. They see it more as a necessity, something that gets kept in a dark cupboard until it’s needed, and is only replaced when it’s on its last legs. We wanted to change this perception.
We wanted to get our market to question the age and ability of their irons. And in so doing, persuade them to buy a new Philips. So, using original 70s photography, we asked our audience to cast their minds back to “What they were wearing when they bought their last iron?”
The idea was rolled out to form a truly integrated campaign, including everything from press and posters, to on-shelf activity, digital, moving image and disruptive media in stores. We distributed the ads in places where consumers would be thinking about their clothes and appearance such as clothes retailers, dry cleaners, offices and restaurants.
The campaign has gone live in Germany, Italy and Australia, and will be rolled out to more markets in 2010.
