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The Great Dig...

Objective: Devise a unique consumer activation that brings to life the Philips Sonicare Q4 ad campaign while creating the opportunity to garner media coverage and educate consumers on the Philips Sonicare’s products – DiamondClean, AirFloss and Flexcare+.

Strategy: Take inspiration from the Ad campaign artwork and build an ancient archeological dig site that literally pops-up overnight in a highly trafficked area in New York. Invite consumers to take part in the great dig and win Philips products while also being informed and inspired about the evolution of the manual toothbrush. Post dig, consumers then made their way through the Hall of Obsolescence and entered the Odyssey Room. There, visitors were informed about the innovation of Philips products while a photo booth for consumers to interact with encouraged a social media push to ensure the Philips message was amplified online.

Results: Given the uniqueness of the archeological dig site, the event was able to garner mass buzz and photo opportunities which were heavily pushed online. With Madison Park as a backdrop and the dig site’s location within the heart of the Flatiron District, the choice of location ensured we were able to interact with Philips key demographic.  Throughout the event, we had an overall brand awareness to over 30k+ consumers and a total of 3,800 brand interactions – over 600+ consumers actively participated in the dig.