Online Video | Social Content Marketing | OOH
“How does it feel after a clean deep brush by Philips DiamondClean Toothbrushes? We’ve found an entertaining way to demonstrate it.”
MISSION
To increase top of mind awareness for Philips DiamondClean Toothbrushes.
To position it as a household product that every family member should own.
STRATEGY
Dramatize the refreshing effect after brushing teeth with DiamondClean.
IDEA
Feel the incredible feeling of singing out loud because of your oral health.
Thematic Brand Video
We have formed an acapella choir to sing the famous Hong Kong nursery song "brush your teeth".
The 60-second video comprises different video blocks, each containing either a choir member or a product demonstration.
Some of the choir members are famous ex-hosts of children's TV programs. Their special appearance brings back instant good memories to the target audience, young adults in their early to mid-30s.
MTR Digital Escalator Crown Domination
Besides the thematic video, we bring the acapella choir to an outdoor environment.
We adopt the singing video footage to different frames of an escalator crown to create an impactful site domination effect.
“According to internal research, a pair of Philips DiamondClean Toothbrushes is a popular wedding gift for the younger generations of consumers. ”
Wedding March Version
We follow up the brand campaign with a tactical video targeting wedding gift shoppers around November during the peak wedding season.
The choir members dress up as the best men and bridesmaids this time. They celebrate a wedding with the famous wedding march.
The video also features a pair of Philips DiamondClean Toothbrushes in pink and light purple, the most popular choice as a wedding gift.
Social Content
We have also developed a series of animated and status images as social content to sustain the campaign awareness and strengthen product education.
Each social post features a killing feature or product usage tutorials of the Philips DiamondClean Toothbrushes.