Philips wanted us to re-establish the appeal of Philips Fidelio audio products with those aspiring to purchase high-end audio equipment for the home and encourage lifestyle buyers to purchase the best their money can buy. Our role was to demonstrate that Philips is 'Obsessed with Sound' and show the craftsmanship that goes in to making the brand's audio products. We wanted to tell this story in a manner that can be appreciated by both a lifestyle audience and audio fanatics via a means of communication that speaks to their passion for music and film.

Launch the campaign
Published
November 2012
Topics

The Story

Philips wanted us to re-establish the appeal of Philips Fidelio audio products with those aspiring to purchase high-end audio equipment for the home and encourage lifestyle buyers to purchase the best their money can buy. Our role was to demonstrate that Philips is 'Obsessed with Sound' and show the craftsmanship that goes in to making the brand's audio products. We wanted to tell this story in a manner that can be appreciated by both a lifestyle audience and audio fanatics via a means of communication that speaks to their passion for music and film.

We created an interactive audio-visual experience where minimalistic interaction and visual design come together to reveal the true story behind nine Philips audio products. For the stories behind the products we interviewed product designers in Hong Kong and Philips sound engineers in Belgium. Director Gustav Johansson shot nine video loops with a macro lens to emphasise the level of detail Philips wants to be associated with. Nine soundtracks were composed by Washed Out and function as audio loops that tie back to a specific product story as well as a complete music track when combined.

The Technology

  •  

    Web/Apps

    Flash

The Results

With the 'Sound of Creation', we found an appealing and relevant way to introduce Philips’s new high-end audio products. Via the Philips Sound Facebook page, the site received 108.214 visitors in the first three weeks after launch. This is over half the amount of current Facebook Fans, all without bought media. By appealing to a small but highly interested audience, the website is the number one traffic driver to both the Philips.com/shop as well as the category pages. Also, visitors spent over five minutes on the site on average and 3,9% clicked through to Philips's sales environment.

98

hours spend on project from a bar

123

hours spend on project and playing pool at the same time

6402

total cups of coffee drunk

Launch Date Sept. 1, 2012