This campaign mainly aims to introduce the wide product range of Philips to the general public. Also, it helps differentiate Philips from other brands by emphasizing Philips’ innovative image and educate the public about how Philips products can improve their daily lives.
This campaign provides gift suggestions for sons and daughters on Mother’s Day. However, there have already existed many similar websites and campaigns. To stand out, this campaign has to be different. In order to be different from the traditional websites, which focus much on love and warmth, we created an imaginary laboratory, named 「飛一般研究所」. This laboratory aims to develop innovative products, especially for mothers. We expect our target audience, 25 to 45 year-old sons and daughters, would be more attracted by it.
Since our imaginary laboratory focuses heavily on innovation, we also adopt an innovative approach to present its products. Basically, there are 7 products we would like to promote, including an electric toothbrush, an electric face cleanser, an air purifier, an air fryer, an infrared lamp, a microdermabrasion and a soy milk maker. To introduce each of them in an innovative way, we decided to create 7 animations. We also renamed the products into something that people would not know what it is by just looking at their names.
When people enter our laboratory, they can choose to browse any of the products. After browsing all of them, they can select one which is the most suitable for their mother, and submit their reasons. When the campaign has finished, Philips will select one winner in each category and give them the real product as a prize.