Monday, June 18, 2012

Campaign Watch: Philips goes digital with its new Air Fryer launch


Household Product Category advertisers have hardly executed significant campaigns on the web but that seems to be changing very quickly.

First it was a couple of neat rich media executions last week by Morphy Richards (the
website though is in immediate need of an upgrade) and now Philips is promoting its new Kitchen Appliance launch, Air Fryer, (which is a low fat fryer and multi-cooker) with a well laid out website, Facebook presence and rich media. Yes, all of those.

The
website is comprehensive and gives the end user every bit of information he may seek including product pricing, specifications, reviews, downloadable user guides & recipe booklets, where to buy and Customer Support contacts. I wish they had online shopping, but guess thats too much to ask at this stage.
The intro section has a page peel back that, on click, leads to a
My Kitchen section with an exhaustive list of recipes with a Philips home appliances connect. You can rate, share or print these recipes.
If someone does a browser compatibility check, we have a nice website on our hands.
  

On the other hand, there is a lot going wrong with the copy on the Philips Home Living Facebook page. I haven’t read anything cheesier than the rhyme on the Facebook Brand Page Cover picture! Check it out for yourself. There actually a post that says ‘Early recipe catches the worm!’ Seriously!

Someone tell social media agencies to hire good copywriters. And don’t advertisers run a check? At the end of the day this is communication that is going out to the world at large, as important as a print or TV ad, if not more.

They have some simple engagement applications like a
Slogan and a Recipe
contest. Users can submit their slogans or possible taglines for the Air Fryer for a chance to win Philips mp3 players.
The recipe contest allows fried food fans to submit deep fry recipes that they would like to cook, with the Air Fryer.

Sad, how a good effort can be brought to naught with tacky communication.
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