'No more excuses'

IPA Effectiveness Awards Case Study 2018


Most people don’t floss, even though they know they should. They come up with excuses why, the most frequent being lacking time. We needed to show that these excuses for not flossing weren’t valid and that using the Philips AirFloss Pro could improve oral health in just 60 seconds (leaving no more excuses not to). To attract attention in this low interest category, we tapped into passion points of our audience, showing how ridiculous their excuses were. The campaign not only increased the sales volumes to levels normally associated with price discounting, but also increased the average product selling price.

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There are a several ways in which we are embedding not only the insights from the ‘No more excuses’ campaign into other campaigns/activities in our broader Oral Healthcare portfolio, but also utilising these learnings across the wider Philips brand. A key learning from the campaign was that targeting consumers passion points to pique their interest in the awareness stage first, and then following up with more product heavy conversion focussed assets leads to much high levels of overall engagement. We are taking this insight and applying to our broader Oral Healthcare portfolio campaign where we will also follow a similar method grabbing our audience’s attention with more emotional messaging that will resonate and create engagement, and then later throughout the CDJ focus more on our product benefits and converting. The campaign also highlighted that with such a low penetration/niche product such as Power Interdental Cleaners, it was the key to target a very specific target audience and create a campaign that really honed-in on the nuances of that audience in order to maximise ROI. Other categories within the Philips brand portfolio (e.g. Lumea Intense Pulsed Light (IPL) hair removal, Light therapy and Air purification) have also taken on board these learnings and are applying them to their non-mass marketable products. Finally, the campaign’s success has resulted in other global markets adopting the campaign, taking the insights and learnings and adapting the passion points featured to fit the specific local market.

Oliver Pinington, Jr Marketing Manager – Oral Healthcare
Philips

Shortlist 2018

Title

'No more excuses'

Brand

AirFloss Pro

Client

Philips

Agency

Ogilvy

Principal Authors

  • Abbi Wolffe - Ogilvy & Mather

Contributing Authors

  • Natalie Reed - Ogilvy & Mather

Credited Companies

  • Philips UK - Brand/Client
  • Philips UK - Brand/Client

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Shortlist 2018

Title

'No more excuses'

Brand

AirFloss Pro

Client

Philips

Agency

Ogilvy

Principal Authors

  • Abbi Wolffe - Ogilvy & Mather

Contributing Authors

  • Natalie Reed - Ogilvy & Mather

Credited Companies

  • Philips UK - Brand/Client
  • Philips UK - Brand/Client

'No more excuses'

IPA Effectiveness Awards Case Study 2018


Most people don’t floss, even though they know they should. They come up with excuses why, the most frequent being lacking time. We needed to show that these excuses for not flossing weren’t valid and that using the Philips AirFloss Pro could improve oral health in just 60 seconds (leaving no more excuses not to). To attract attention in this low interest category, we tapped into passion points of our audience, showing how ridiculous their excuses were. The campaign not only increased the sales volumes to levels normally associated with price discounting, but also increased the average product selling price.

Register interest to download case study >