The agency, founded by Cameron Naidoo, places great emphasis on creating concepts that break the rules - even those set by the brand itself. Naidoo says, "We wanted to create something consumers wouldn't generally expect to see from Philips, without leaving them feeling disassociated from the brand that's been around for decades. It was therefore important for us to strike a balance between being different and keeping the message simple."
With the objective of creating awareness around Philips' entire range of consumer lifestyle products, the agency drew inspiration from one common feature. "The power button is the only thing that stands between you and experiencing the incredibleness of any Philips product - be it a kitchen appliance, coffee machine, iron or grooming solution. So our message to the consumer is simple, 'Turn on Incredible'", says Naidoo.
"The uniqueness of this campaign comes across in the execution. It's not the norm as far as the Philips brand goes and that's exactly what we were shooting for. We created vibrant yet sophisticated TV commercials for each segment under their consumer lifestyle umbrella, together with one for consumer lifestyle as a whole. These are supported by several radio ads, eye-catching point-of-sale, an 'instant prize' promotion as well as native platforms designed to engage the consumer", adds Naidoo.
While the 'Turn on Incredible' campaign is in full swing, Guerilla's partnership with the brand doesn't end there. It stretches beyond the Consumer Lifestyle division. The agency is also responsible for developing and executing creative concepts for Philips' Healthcare and Lighting divisions, as well as the brand as a single entity.
Naidoo comments, "We couldn't be more excited about our relationship with Philips. There are so many different facets to them as a company so it's great to be a part of that. After all, which creative doesn't thrive on variety?"
For any further queries on Guerilla visit www.guerillatactic.co.za.
