Ever have one of those nights that you can’t quite recall pieces of the next morning? The main character in the Philips interactive video campaign, “Designed to Play,” has – and he needs your help to piece together the previous night’s events.
Renewing its agreement with Rapt Media for a second year, interactive agency Ogilvy & Mather Duesseldorf is using Rapt Media’s interactive video technology for an updated version of Philips’ “Designed to Play” campaign.
As part of a concerted effort to reach a young, tech-savvy audience on mobile devices, the Philips interactive video campaign allows men to explore the shaving style possibilities afforded by the Philips Click & Style electric razor by immersing them in an entertaining, playful, mobile interactive video experience. And “possibilities” is the key word here. The campaign, which originally launched with “one guy, 5 styles, 625 possibilities,” has added a sixth style to the second year, increasing the number of possible outcomes to 1,296 possibilities. Trust us, you’ll want to click on all of them to see what kind of shenanigans our main character was up to the night before.
In the campaign’s first year, the average mobile interactive video viewing time exceeded five minutes. Because of interactivity and the fact that there were multiple paths to choose from, viewers stayed in the video for longer, exploring different storylines. The average viewer interacted within the video three to four times. We’re excited to see what kind of numbers the new version brings (stay tuned!).
For year two, Ogilvy improved the user experience and the loading time of the videos, as well as added new playful elements and animations, including the “stubble” character with four totally new episodes. Rapt Media’s platform enabled Ogilvy to easily iterate on the video content they already had without having to re-edit the entire video. Rapt Media also provided custom development work for Ogilvy to enhance the second version of the campaign, including adding a progress bar and implementing a custom loader that features the main character pumping iron.
“We’re thrilled that we were able to create the world’s first mobile-enabled interactive video experience with Rapt Media and even more thrilled that this campaign won a silver European Effie,” states Thorsten Rühlemann, Worldwide Managing Partner at Ogilvy Duesseldorf.
The Philips interactive video campaign is available in four different languages throughout Europe. To read more about how Philips hooked young men with an interactive video campaign, check out this recent story from AdWeek. For more info on Rapt Media, Ogilvy, and Philips click here.
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