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Philips - obsessed with sound

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Philips - obsessed with sound
analysis on the basis of 7+ by Michael Conrad

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Philips - obsessed with sound

  1. 1. Obsessed with Sound
  2. 2. 1.1 Die Kampagne● Idee ○ „Interactive Audio Experience“ ○ jedes Detail und jede Nuance hören und erleben können – darauf legt Philips auch in Produkten großen Wert ○ Musiker im Vordergrund● Elemente: Sound, Film, Daten Visualisierung● Kreation: 2011
  3. 3. 1.2 Die Kampagne● Awards ○ Yellow Pencil at the 2012 D&AD Awards ○ Cannes Cyber Lions: Gold Craft, Best Music / Sound Design ○ 3 weitere Lions ○ mehr als 20 Auszeichnungen● Kampagne ○ Facebook mit Trailern ○ Behind-the-Scenes Filmmaterial ○ Produktinformation über die Philips „sound range“
  4. 4. 2 Kriterien10 - Inspiring in the World9 - New Standard in Communication8 - New Standard in Category→ 7 - Excellence in Craft6 - Fresh Ideas5 - Innovative Strategy4 - Cliché3 - Non Competitive2 - Deconstructive1 - Appelling
  5. 5. 3.1 Warum? Darum!● Gutes Design: Kampagne mit Sound passt zur Marke● Interaktion, Musik hören wird aktiv● Ziel der Kampagne = Qualität der Philipps Produkte demonstrieren● Musiker wurden innovativ in den Vordergrund gesetzt● Die Idee noch nie dagewesen
  6. 6. 3.2 Warum? Darum!● Detaillierte Hintergrundinfos über Musiker (Playlist, hours played in life, years playing, age, years in orchestra, Ziele, Social Media Profiles, persönliche Zitate der einzelnen Musiker)● Jeder Ton wird grafisch sichtbar● Handwerklich professionell umgesetzt (Also keine 6)● Earned Media Große Werbe- und Musik-Blogs haben über die Kampagne berichtet
  7. 7. 3.3 Warum nicht 8?● Hat keinen neuen Standard in der Kategorie geschaffen● Hat die Welt nicht verändert● Ist nur für das Geschäftsfeld “Ton und Bild“, oder besser für die Zielgruppe dieses Geschäftsfeld relevant → Nicht von globaler Bedeutung
  8. 8. Gruppe Philips• Isabel Matky• Lisa Kerschner• Anna Neubacher• Judith Regelsberger• Katrin Zulechner• Nina Huber• Felix Sagl• Nina Altenburger• Markus Derkits• Philipp Klinz

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