GLOBAL – AMSTERDAM, THE NETHERLANDS, SEPTEMBER 2011: Philips has launched an integrated marketing campaign to convert the worst non-morning people into morning people in 21 days, to highlight the three key benefits of its Wake-up Light – how it improves people’s mood, alertness and ease of getting out of bed by simulating the rising of the sun.
The campaign by Tribal DDB Amsterdam, One Voice, Carat and IRIS follows last year’s successful ‘Wake up the town’ social experiment where 98% of an Arctic town that woke up naturally with the Philips Wake-up Light during their polar night still continues to use it.
From mid-October, participants of the challenge will chart their progress via the dedicated iPhone ‘Wake-app’ that has mini-games to test them on alertness, mood and ease of getting out of bed, and will determine whether a ‘non morning person’ has truly become a ‘morning person’ by waking up naturally with the Philips Wake-up Light. The mini-games were designed with the help of Philips light therapy experts and the Wake-app is the first consumer-facing app to feature tests undertaken in sleep laboratories and clinical studies. Non-participants can also download the free iPhone app and take the challenge themselves.
Consumers will also be able to monitor the progress of participants on the facebook page in near real-time. Options are also available to filter results by sex, age and morning ‘types’, to see how different groups are responding to the Philips Wake-up Light. Once the final results are in beginning of November, they will be amplified to consumers and media through PR activities as well as in-store.
Gary Raucher, head of Brand & Communications at Philips Consumer Lifestyle, said: “This year, we are excited to put the Wake-up Light to another extreme test by demonstrating that it can work on the world’s worst morning people. The strength of this idea is that “not morning people” are universally recognized, and if the Wake-up Light can work on the very worst morning people, it can work on anyone.”
Chris Bayliss, executive creative director of Tribal DDB Amsterdam, said: “We have devised a strategy as part of the ‘Make me a morning person’ campaign whereby we tap into existing online conversations about how people’s wake-up experience impacts their day and that of those around them. The conversation about bad mornings is an ongoing one that we amplify with exciting and entertaining content, giving our audience the opportunity to talk and share things about themselves.”
CREDITS
Client: Philips
Campaign: Make me a Morning Person
Format: Digital/POS/PR
Client contact: Alexandra Kedward
Territories: Benelux/France/UK
Duration of campaign: 26 September – 24 December
Agency: DDB Amsterdam & Tribal DDB Amsterdam
Creative Director: Paul Fraser
Copywriter: Paul Fraser, Yumi Ichida
Art Director: Mariota Essery, David Navarro, Chris Barton, Kevin Yaun
Account team: Sandra Krstic, Nick Bassermann
Strategy: Antoinette Hoes
Producer: Robert Roosenstein
Project Manager: Sophie Rhys Evans
Executive Creative Director: Chris Baylis
PR agency: OneVoice
Associate Director: Michael Young
Account Director: Holly Kenyon
Account Manager: Emily Pendleton
Production Company Seeding Video/Archetypes: Mini Vegas
Director: Luc Schurgers
Executive Producer: Maarten Boon
Producer: Vincent Lindeboom
Production Company Documentaries: Revolver Media
Director: Stian Smestad
Executive Producer: Raymond van der Kaaij
Producer: Raymond van der Kaaij
Production Companies: MediaMonks (website), Keytoon Animation Studio S.L. (animations), Element Interactive Mobile BV (iPhone app)
