ARt direction — Copywriting — creative
Philips was launching a new range of personal sports massagers and needed help with the campaign creative.
The Brief:
I was briefed to create a launch campaign aimed at raising brand awareness and driving traffic to the local site. The objective was to help secure the #2 market share behind Therabody and own the relaxation and wellness sub-segment. The campaign needed to educate and entice consumers with relevant content to inspire purchase. There would be two waves of social ads. We would launch with a brand ad, followed by various product ads.
THE process:
With the imagery supplied and the brand watertight, what we needed was a good, catchy headline. We started with the brand ads and then looked at the product ones. Research is key and armed with that I started crafting copy and ideas. I explored themes of personalised wellness, range of movement, healthy lifestyle, sports recovery and active living.
The solution:
Inspired by the beach boys, I came up with some copy that told a story of the health benefits of personal massage. These are good vibrations. Simple idea, with nice imagery showing a person, happy in the moment enjoying the benefits of quality massage and relaxation.
With the product ads, it was about taking a key benefit and crafting it into a catchy headline. It was about educating the consumers about the health benefits of each product.
The client was happy with the results, and the campaign is now live.
