Philips Rolls Out Innovative Digital Campaign for Electric Male Grooming Tool

Philips is poised to unveil a new interactive campaign promoting its three-in-one electric grooming tool called Click & Style.

The digital campaign is targeted at the European market and was developed by Ogilvy Duesseldorf. Available on YouTube, the video allows users able to choose between six different characters in order to create the story of what happened the previous night, with 625 possible story combinations corresponding to a number of different styles. In addition, a 'designed to play' landing page offers further styling tips for a range of beard types.

Worldwide Managing Partner at Ogilvy Duesseldorf, Thorsten Ruehlemann, commented on the advertising concept: "This campaign helps free young men from stress of trying to be the unattainably 'perfect guy'. We explain how the Philips Click & Style was specifically designed to help young men play with their styles. Philips wants to empower these guys' confidence, so that men can also get the little things right, in a very playful way."

Lenze Boonstra, Head of the Global Marketing team for Philips Personal Care, added: "We want to introduce young guys to our new multi-functional grooming product in a way that captures their attention and via stories they can relate to. This was never going to be easy and we felt a high level of interactivity would be crucial. Given the fact that we are the first ones to launch a mobile-enabled campaign like this, I think we have delivered something promising."

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