During 2012-2015 I transformed the Philips account - initially purely qualitative research business in Germany - into a multi-million qual + quant + consultancy business, and TOP30 global Kantar (Millward Brown) account.
My focus had been the Philips Consumer Lifestyle division, where the 3 biggest projects have been award-winning shaver campaigns for:
- Click&Style
- Shaver9000
- ONEBLADE
...for the latest young + trendy Shaver Click&Style, Philips' global lead agency Ogilvy came up with a first ever purely Digital Campaign.
My part as the research guy was to test + (help to) improve the key metrics in successful brand communication:
- Understanding
- Engagement
- Key Message Take Out
- Branding
Super fun to work on this one!
Check out the Interactive* Youtube Video (* unfortunately I could not find any interactive version online anymore) but the idea is that:
- consumers click on one of the 5 Beard Styles +
- experience the protagonist's journey of how different styles =
- transform you into different (stereo)types/personalities =
- which obviously but very surprisingly + funnily lead to very different night + the morning after experiences! 🤪