Fast Moving Consumer Goods (FMCG)
Cleaning easy as never before
Philips Power ProAqua is an innovative upright vacuum cleaner with a floor washing function. The product business aim was to fight for shares on a market dominated by a huge leader. Sales target was boldly set on 50% sales increase. The effects were outstanding! Sales rocketed over 250% and the brand became the outright market leader. Key problem was discovered and a proper proposition communicated by innovative, for this category, channels which attracted a wide group of consumers. They realized that the handstick can be used more often in everyday life. And it was Philips Power ProAqua which became the most useful brand of handsticks.
Client: Philips Poland
Agency: Ogilvy & Mather
The challenge was to change the perception of the Chinese brand as an aggressive but low quality. The aim was to enter TOP3 most desired-brand ranking list, strengthen the market position and share. The insight and big idea of „Put your smartphone down, and spend some time with your loved ones” were used as starting points for media activities and co-operation with vlogers. The campaign met all the targets and lived up to the challenge. The brands became a second-ranked most desired brand, and its market share grew to 26%.
Client: Huawei Poland