This highly-targeted, experiential campaign evolved from the idea of creating a calm oasis in one of the busiest, most stressful environments – Toronto’s Pearson International Airport. As the lounge concept developed, multiple layers of communication reinforcing Philips ‘simplicity’ positioning were added, and the result was a cohesive, integrated effort that hit the bull’s-eye.
Getting there was not simple. Working in an airport during a time of heightened security posed challenges for Carat. Account supervisor Suzan Barrett says the approval process alone took almost two months and went as far as making sure the pens weren’t detachable. ‘It was tough but worth it,’ Barrett says. ‘No other place would get the message out as well.’
Goal
* To bring Philips’ ‘Sense and Simplicity’ global positioning to life in Canada by engaging consumers in a positive brand experience.
Target consumer
* Men 25 to 54 with a higher-than-average personal income ($75,000+) in owner/manager/professional positions.
Insight and strategy
* The ‘Simplicity’ message would have increased resonance and relevance if juxtaposed with a chaotic environment.
* The target group indexes high for business travel and is a captive audience when average airport wait times span 1.5 to 3 hours.
* PR is essential, so the execution needs news value.
Consumer touch points
* Experiential media and place-based signage and broadcast blanketing Toronto’s Pearson International Airport * Contest to win Philips products * PR
Execution
The Philips Simplicity Lounge was created in a 10-ft. x 20-ft. area at the Rapidair gates within the new Terminal 1. The lounge featured state-of-the-art technology with individual leather seating and tables. Its focal point was a large virtual aquarium wall made up of four continuous Philips plasma screens. The environment was enhanced by spa-like music and Philips Aurelle LED candles and lighting. In the lounge, brand spots were broadcast on an Ambilight plasma TV. Visitors to the lounge were also able to charge their phones and PDAs, receive free wireless Internet access and valet parking vouchers.
Additional media was employed throughout the airport, including static signage, and waiting area tables and moving sidewalks decaled with simplicity messaging. TV spots were aired on the CBC news express screens throughout all three terminals while simplicity quotes were broadcast on a centrally located 25-ft. x 14-ft. projection screen.
Related PR included a Simplicity Squad at Toronto’s Union Station and in Montreal that performed random acts of simplicity such as hailing cabs, handing out cab vouchers, helping with luggage, and giving directions. A contest giving away a 37-inch plasma TV and other Philips products was also conducted during the campaign’s three-month run.
Results
The Simplicity Lounge attracted 36,000 visitors from Oct. 16, 2006 to
Jan. 10, 2007. PR efforts netted coverage on Global Morning Live, 680 News (Toronto), and in several industry publications.
Credits
Carat Canada
Suzan Barrett, account supervisor; Matt Hubbard, planning assistant, Philips Canada
Jim Savage, director of corporate communications, DDB Canada
Molly Scotchmer, group account director; Abby Yew, junior account exec
Manning, Selvage & Lee Canada (MS&L)
Paul Keable, senior account supervisor
