PHILIPS X KBC:
A WINNING
COLLABORATION/ TIE UP
OVERVIEW
In December, Philips approached Pathfinders to develop a set of POSMs-Newspaper ads, standee, A5 tent card, A4 poster, dangler and wobbler for their winning collaboration with Sony’s Kaun Banega Crorepati. The aim was to offer loyal Philips customers, who are also KBC viewers, a chance to reach the Hotseat by completing three simple steps after purchasing Philips products.
CHALLENGE
The POSMs were supposed to have a 70:30 ratio, which means 70% for KBC and 30% for Philips. The real challenge was making that small space count for Philips, we had to ensure that Philips stood out and left a strong impact.
STRATEGY
To address this, Pathfinders crafted a strategy and design to ensure that even in that small space, offers and products offered by Philips stood out.
The strategy focused on designing a product unit that showcased all of Philips’ hero products, featuring concise copy and clear CTA buttons. The design was minimalistic yet visually appealing, delivering a straightforward message.
EXECUTION
The campaign featured a set of visually appealing POSMs, effectively communicating the winning offer with the customers as well as the viewers of KBC. The creatives had well balanced elements from Philips products as well as the steps to win.
RESULT
The campaign successfully met its objectives, generating widespread attention and engagement. Key outcomes included:
EXECUTION
• Increased sales of Philips home appliances.
• An increased viewership of KBC, as Philips customers also became more interested in KBC.
• Enhanced brand reputation for Philips.
CONCLUSION
Pathfinders’ strategic approach and creative execution effectively communicated the message about Philips KBC winning offer keeping in check with the guidelines as a result driving significant sales for Philips home appliances.