Interactive Video Showcase
Philips – ‘Designed to Play’ drives mobile video engagement
2014 European Silver Effie Award Winner
Engaging and interacting with consumers is paramount when it comes to video, and a big component of this interactivity is meeting the demands of an increasingly mobile consumer. Rapt Media has made it possible for us to share product features with our customers in a completely new way.Willem Schungel, Global Digital Manager of Philips Consumer Lifestyle
Philips’ Goal – Mobile Interactive Video Engagement
To introduce a new generation of young European men to the style possibilities afforded by the Philips Click & Style electric razor by immersing them in an entertaining, playful, mobile interactive video brand experience that they could access on mobile devices without downloading an app.
Philips, working with Ogilvy & Mather, created the online experience “Designed to Play – One guy, 5 styles, 625 possibilities.” Viewers can select the beard style of the main character to unlock different storylines, while the website simultaneously loads product information and styling tips outside of the player.
- Launched versions throughout Europe in four different languages
- 65% of viewers watched the video on iPhone or Android devices
- Average mobile interactive video viewing time exceeded 4 minutes
- Average viewer interacted three to four times
Why Rapt Media
Ogilvy’s creative team in Dusseldorf was working on a tight timeline to implement its ambitious mobile interactive video campaign for Philips. There needed to be multiple language versions and it was absolutely critical that the young, tech-savvy audience it was targeting could access the video on mobile devices. The team needed a scalable way to produce a premium brand-engagement video.
Rapt Media was the only technology platform that could deploy Ogilvy’s creative concept in a mobile browser without requiring the viewer to download a separate app. And because Ogilvy knew it would be creating multiple versions, the team was eager to find a solution that would minimize the authoring work. Rapt Media’s editing platform made it simple to duplicate the work into multiple languages and with mobile video engagement.