Philips Male Grooming
SHOW US YOUR PLAY-OFF BEARD
#DigitalMarketing
TASK

Philips Male Grooming offers a wide range of shaving products for men. Kontx was commissioned to promote the Philips OneBlade as the must-have for men in Switzerland in a 360-degree campaign and to highlight its key features. The goal: to establish the OneBlade as a hero product and the first choice in shaving.

SOLUTION

What are many Swiss men interested in? Correct: ice hockey! We  emotionally linked the topic of “play-off beard” with the OneBlade, because many ice hockey fans and players grow a beard during the play-offs and thus cheer along with “their” team. In cool, short videos we showed: The play-off beards are easy to style with the OneBlade. The videos were then brought to the target group through various media and influencer cooperations. They were also strategicaly played on the LED cubes in the stadium during the home games of the three ice hockey clubs involved. Kontx set up this broad-based campaign for the first time in 2018 and repeated it in 2019 due to its great success.

IMPLEMENTATION
PERIOD: 2019
VIDEO SHOOT WITH ICE HOCKEY PROS

  • Production of promotional videos with Swiss ice hockey players from HCD, EVZ and EHC

  • Conception of the idea for the videos and creation of the storyboard

  • Briefing of all persons involved in the video shoot

  • Management of the shoot on location

  • Post-processing, editing and finalisation of the videos together with the film crew

CROSS-MEDIA DIGITAL MARKETING CAMPAIGN

  • Conception and implementation of the entire campaign

  • Media cooperation with Blick.ch

  • Campaign page with a big public competition

  • Selfie challenge on social media

  • Accompanying microinfluencer campaign, implemented by partner mikim

  • Screening of the videos at ice hockey games of the cooperating clubs

RESULTS

CROSS-MEDIA CAMPAIGN

  • 303’500 people reached

  • Playing of the videos on the LED cubes in the stadiums: A total of 119,526 viewers reached in the stadiums

  • Engagement: 273 comments, likes or shares on Facebook and Instagram

CAMPAIGN VIDEO

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