Philips
'Designed to Play – Year 1' – Interactive product education experience
Engaging and interacting with consumers is paramount when it comes to video, and a big component of this interactivity is meeting the demands of an increasingly mobile consumer. Rapt Media has made it possible for us to share product features with our customers in a completely new way.
Willem Schungel
Global Digital Manager of Philips Consumer Lifestyle
Philips’ Goal – Mobile Interactive Video Engagement
To introduce a new generation of young European men to the style possibilities afforded by the Philips Click & Style electric razor by immersing them in an entertaining, playful, mobile interactive video brand experience that they could access on mobile devices without downloading an app.
The concept
Philips, working with Ogilvy & Mather, created the online experience “Designed to Play – One guy, 5 styles, 625 possibilities.” Viewers can select the beard style of the main character to unlock different storylines, while the website simultaneously loads product information and styling tips outside of the player.
Success metrics
- Launched versions throughout Europe in four different languages
- 65% of viewers watched the video on iPhone or Android devices
- Average mobile interactive video viewing time exceeded 4 minutes
- Average viewer interacted three to four times
Why Rapt Media?
Ogilvy’s creative team in Dusseldorf was working on a tight timeline to implement its ambitious mobile interactive video campaign for Philips. There needed to be multiple language versions and it was absolutely critical that the young, tech-savvy audience it was targeting could access the video on mobile devices. The team needed a scalable way to produce a premium brand-engagement video.
Rapt Media was the only technology platform that could deploy Ogilvy’s creative concept in a mobile browser without requiring the viewer to download a separate app. And because Ogilvy knew it would be creating multiple versions, the team was eager to find a solution that would minimize the authoring work. Rapt Media’s editing platform made it simple to duplicate the work into multiple languages and with mobile video engagement.
