Philips digital campaign to re-educate Chinese shavers

Hong Kong - Tribal DDB Shanghai and Hong Kong has launched a broad digital campaign to publicize the Philips 800 series shaver and position it as a must-have secret weapon for young Chinese male professionals just starting out in the workplace.

In China, where shaving is regarded as a private activity, the campaign seeks to promote the shaver as a tool to achieve success in career and personal life. The brand proposition for the campaign is "Simplicity is a shaver that looks as good as it shaves'.

Three attractive online Philips advisors, Victoria, Jennifer and Angelina were created on the internet to educate the user about the benefits of the shaver. The website also consists of online media, blogs and viral promotions.

"Our aim is to transform a traditionally taboo grooming activity into something cool and enjoyable. Our grooming advisors provide an entertaining but also indispensable element to the angle, helping educate young men about using a first class shaver. Working with Philips on such an innovative digital campaign was extremely rewarding," Adam Good president of Tribal DDB Asia Pacific said.

Sujin Kim, regional account director in Hong Kong added: "Philips and DDB have always concentrated on developing a media-neutral "big idea" for integrated campaigns. Still, having internet space as the main ground for creative and media activities was a new challenge in Asia for both Philips and DDB.  The result is a sharply focused campaign across online and offline space that is both entertaining and informative".