March 26, 2012 (Toronto) – Philips Canada has launched a new campaign for its male shaving and grooming products. The Sculpt your Look campaign will target young men new to, or just entering, the shaving and grooming category and will help build awareness and drive purchase of Philips shaving/grooming products. The campaign, which centers around a cheeky Facebook contest, was developed by tag idea revolution and features a chance to win a sculpted “bust” of the winner and his “groomed” visage. Participants will be encouraged to show off their own unique “look” to a public forum, where votes will determine the best individual style(s). On-campus and shopping mall events will encourage trial and contest entry, while print and a robust on-line campaign will add support. “We need to speak today’s youth in ways that engage and entertain, while encouraging their ability to express themselves through grooming. The reward is self-realization in the form of a commissioned sculpted bust, reflecting the winner’s image”. Says Gabi Armstrong, executive vice president of tag.
Contest begins March 26, and ends on May 31, 2012.
About tag idea revolution
tag idea revolution is an integrated marketing communications agency, including advertising, communications and brand development. tag has one clear, bold objective – to generate outstanding ideas and have the courage to execute them. tag’s commitment is to true, discipline-free sharing of ideas; ideas that inspire groundbreaking creative thinking to spur change, overcome barriers, instigate reactions, and ultimately, produce compelling results.
Royal Philips Electronics is a diversified Health and Well-being company, focused on improving people’s lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of “sense and simplicity”.
Executive Vice President,
tag idea revolution
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