Flavors

Background

Philips wanted to engage a hip, trendsetting 25-35 target audience in Milan to anticipate the launch of their Flavors brand, a range of lcd TVs characterised by a huge set of glamorous, interchangeble frames which can be changed upon personal preference.

Idea

The Flavors Facebook project had to be launched without relying on media buying. The agency had to come up with a concept that would generate buzz and appeal to the very niche group of Milan trendsetters.

Tribal DDB developed a Facebook application, that was basically a mash-up of a Philips Flavors FTV frame and a speech bubble. Users could select a frame from a carousel and create their statement by answering the question: what would you like to change?

Visitors could browse through a stream of statements, download the application, read about the PR events (incl. pictures of the projections) and show their appreciation by becoming a fan. Before every PR event, the Milan Facebook community could vote via the poll, to select the statement of the week. The creator of the best statement would then win a Philips Flavors FTV.

Users could also stick their personalized ‘speech bubble’ on their personal profile and browse statements from their friends or the Milan Facebook community. The best statements were projected on buildings in Milan during special Flavors PR events

Results

• 900 installed Flavors applications was above target and a good result considering the fact we focused on a niche group. 44% of the people that installed the application actually created a statement. This is also relatively high. Most users tend to watch what friends are doing, but not actively participate themselves
• Updates of the Fan Page (e.g. new photo’s or poll) created a mini-feed on the profiles of Flavors fans. The owner of the profile page and his friends could see these updates. Considering that the Flavors Page has 183 fans, and every fan has on average 50 friends, 9.150 Facebook users were potentially exposed to Flavors. If we take Philipa’s friends into account this will add up to almost 22.000 users
• The poll/competition element was a real traffic driver. Some Flavors application users even started their own seeding activities to collect votes for their statement
• Facebook enabled us to really target our niche group of Milan trendsetters. 42% of Philipa’s friends are between 30-40, 24% lives in the Milan area
• Reactions on Facebook and on-the-street during the Milan events were very positive. More than 10% of the contacted blogs/websites posted the media release.