PHILIPS HALFTIME SHAVE

How do we launch Philips’s new product innovation, the Philips OneBlade, so that we create awareness and make people consider buying it in an already crowded market?

A revolutionary grooming device that is easier and faster to use than anything ever in grooming history, the Philips OneBlade that has the capabilities of an electric shaver, in the portability and low price of a manual razor.

Insight: Men don’t like to shave. They often procrastinate it. They want to look good, but only with little effort.

So, how do we make men take care of their facial hair more often?

By setting an example.

Introducing: The Philips Halftime Shave

We reach men where their attention is the most this autumn, at the FIFA World Cup 2022 organized in Qatar (62% of men are soccer fans*).

As part of the Philips Halftime Shave campaign, we ask the FIFA World Cup player HUGO LLORIS to shave between two games. He’ll have 5 minutes of stream-time on Instagram Live to prove that the Philips OneBlade is so simple & quick to use that you can even take care of your facial hair in a stressful situation, like a World Cup halftime.

After all, looking good on screen is essential.

Campaign pros

⚽ Points out and exaggerates the main product features perfectly: easy & simple to use, travels with you.

⚽ Communicates to the audience where they spend extensive time: sports stream platforms and Instagram (millennial men’s most used social media platform in 2022).*

⚽ Global campaign, the market adoption cost is marginal, as we use a globally recognized celebrity.

Roles: Copywriter
Year: 2022