Raising awareness and driving sales of the Philips Air purification product line.
When Philips tasked us with raising awareness and driving sales of the Philips Air purification product line, we uncovered a powerful brand story that embodied the brand proposition of improving lives through meaningful innovation. The work Philips have done in setting up the Clean Air for Schools programme is testament to their people-first strategy and, in particular, their involvement with Russell Scott Primary School who have seen tangible results from getting behind the programme and having air purifiers in the classroom.
Studies have shown that air pollution is not just a health issue, it may be affecting children's ability to learn too. Through the support of the Philips Foundation and Global Action Plan, Philips have created the Clean Air for Schools Framework consolidating and building on the wide range of air pollution resources available to schools. Allowing teachers to have the knowledge and guidance to help work with parents on this important topic.
Philips had the story, and had the right people to tell the story, but needed the right context to deliver it. Sky was adding the Air Quality Report into their Sky News programming, which was the perfect opportunity to align with a media property that spoke to the audience we were after in the most contextually relevant place possible. So, we created a suite of sponsorship idents featuring pupils from Russell Scott Primary School delivering short punchy facts about air pollution to feature on the Sky News linear channel and Weather section of the Sky News digital platform.
Pulling at the heartstrings of our the public and reaching them at the perfect moment, we were able to highly engage our audience and ultimately drove sales with:
• The Sky AdVance retargeting strategy saw 18% uplift on CTR compared to the category norms.
• Double the expected CTR of the Article Native placement, with Article dwell time 133% of the benchmark in the first week.
• Programmatic exceeded engagement metrics across the board with a final engagement rate of 72.5% - more than the 42% what we would expect including a VCR at a 56%!