案例简介：

案例简介：Why is this work relevant for Direct? Some people leave their mark on us. One such person was Nelson Mandela. A man who taught us about unity, humility and forgiveness. On his centenary it was only fitting that we truly honour him for what he stood for. So Philips and The Nelson Mandela foundation teamed up to give people a chance to wear his iconic haircut. #shavetoremember was born. We set up mobile barbershops around the country and armed barbers with Philips shavers to go and give free Mandela haircuts. And every person with the haircut essentially became a powerful, visual, moving extension of the campaign. Background 2018 marked the centenary of South Africans liberation icon, Nelson Mandela. So Philips and The Nelson Mandela Foundation wanted to and honour his legacy by reminding South Africans of his values. Describe the creative idea (30% of vote) #shavetoremember Remembering an icon through his iconic haircut. Describe the strategy (20% of vote) Our role was to build the #ShaveToRemember movement and ignite acquisition in the aspirational target market for the brand. We developed a unique direct response funnel approach to reach our target audience on social and TV and drove mass awareness and action in the form of activations. Describe the execution (20% of vote) We set up mobile barbershops around the country and armed barbers with Philips shavers to go and give free Mandela haircuts. Just by wearing something as simple as his haircut, people showed their commitment to walk in his footsteps. And every person with the haircut essentially became a powerful, visual, moving extension of the campaign. List the results (30% of vote) Results: 64% increase in sales over the period of the campaign, #1 trend on social media on the day, 85 994 870 earned media audience and a 17:1 ROI. Also proceeds of the Philips shavers were donated to The Nelson Mandela Foundation.

Philips #ShaveToRemember

案例简介：

Philips #ShaveToRemember

案例简介：Why is this work relevant for Direct? Some people leave their mark on us. One such person was Nelson Mandela. A man who taught us about unity, humility and forgiveness. On his centenary it was only fitting that we truly honour him for what he stood for. So Philips and The Nelson Mandela foundation teamed up to give people a chance to wear his iconic haircut. #shavetoremember was born. We set up mobile barbershops around the country and armed barbers with Philips shavers to go and give free Mandela haircuts. And every person with the haircut essentially became a powerful, visual, moving extension of the campaign. Background 2018 marked the centenary of South Africans liberation icon, Nelson Mandela. So Philips and The Nelson Mandela Foundation wanted to and honour his legacy by reminding South Africans of his values. Describe the creative idea (30% of vote) #shavetoremember Remembering an icon through his iconic haircut. Describe the strategy (20% of vote) Our role was to build the #ShaveToRemember movement and ignite acquisition in the aspirational target market for the brand. We developed a unique direct response funnel approach to reach our target audience on social and TV and drove mass awareness and action in the form of activations. Describe the execution (20% of vote) We set up mobile barbershops around the country and armed barbers with Philips shavers to go and give free Mandela haircuts. Just by wearing something as simple as his haircut, people showed their commitment to walk in his footsteps. And every person with the haircut essentially became a powerful, visual, moving extension of the campaign. List the results (30% of vote) Results: 64% increase in sales over the period of the campaign, #1 trend on social media on the day, 85 994 870 earned media audience and a 17:1 ROI. Also proceeds of the Philips shavers were donated to The Nelson Mandela Foundation.

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Philips #ShaveToRemember

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