Philips and DDB China Group have launched an integrated campaign entitled ‘Wo Xing我型,’ starting with the release of a movie trailer TVC that features celebrity Godfrey Gao (picture below).
Philips China breaks away from the usual style of advertising in the male grooming and shaving category, and takes viewers on a technologically advanced sci-fi like adventure using 3D effects.
The campaign’s name and tagline ‘Wo Xing(我型)’ means ‘I can do it’, or ‘I can do it with style’ and turns everyday mundane or routine shaving into celebrating men’s grooming with style, confidence and attitude.
The integrated campaign consists of the following:
- Three science fiction TVCs aired from the end of April
- Philips 2012 Xing Legend’ online activity on Sina Weibo
- Road shows held in different cities
‘Philips 2012 Xing Legend’ contains five different angles that will be released over five weeks until 23 May.
Each episode releases clues to audiences to decode and encourages them to participate in the campaign to complete the story based on the clues they receive. Users get to invite friends from their Weibo network to help them solve clues or contribute to the story telling. Participants stand a chance to win prizes comprising the Philips shavers.
For each episode, five of Sina Weibo’s Key Opinion Leaders 严宽 (Yan Kuan), 潮人徐峰立 (Chao Ren Xu Feng Li), Ethan007, 星座小王子(Xing Zuo Xiao Wang Zi) and 阿卓卓 (A Zhuo Zhuo) with a combined following of more than 4.8 million followers have been enlisted to actively share their views and thoughts to create more engagement and involvement with target audiences.
7.5 million viewers and participants have already actively engaged with the digital campaign after just two weeks.
Check out the online episodes, and the TVC below.
Agency Credit: DDB China Group