Philips was among one of the first brands to realize that young people are spending a lot of time online, and they knew how to use that information in the right way. They came up with an interesting idea of how to reach the digital generation – by giving them a cool online video experience they can’t forget.
Earlier this year they made a campaign named “Designed to Play” using Rapt Media’s video. The idea was to make users watch the video and change the way the story continues while it’s on. The video features a cute guy who’s getting ready for a party, and users were asked to “help” him make grooming choices. All they needed to do was click on one of the different storylines and see their own narrative develop.
This was one really successful campaign. For example, they sold 16% more of the promoted product (Click & Style razors) in Germany, with the help of the funny video. People who played made 3-4 choices during the game, spending an average of 5 minutes on the game.
Now, you can imagine the re-release of the campaign this year, with many new features and a large increase of possibilities. The rules are mostly the same, with a few minor changes – now there are 1,296 ways (previously there were just 625) to “dress up” your guy within 6 storylines (there were 5 before).
This year, Ogilvy & Mather Dusseldorf and Rapt Media (their “partner in crime”) have also improved the user experience (faster loading time), added new animations, and brand new interesting elements to the videos. “Mobile device usage seems to be more closely tied to leisure time,” said Erika Trautman, CEO and co-founder of Rapt Media, Denver. “If you have a few minutes to spare, you may be more likely to pull up your phone to browse content, especially video, whereas if you are accessing content on a PC, there’s a better chance you’re in the office where leisure video-viewing would be less acceptable.”