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The brand campaign will focus firmly on a core target group consisting
of the 20 per cent of people who do 80 per cent of the buying, typically
affluent decision-makers in the 25-55 age range and A/B+ category
who share a dislike for the unnecessary hassle often created by
technology.
"These same people make decisions in their personal and professional
lives that are profoundly interesting to Philips. One person making
a decision on a top-of-the-range flat TV for his or her home could
be the very same manager responsible for the purchase of medical
diagnostic equipment at a local hospital," said Philips International
senior vice-president and head of global marketing management Enderson
Guimaraes.
"We wanted this campaign to be true to the concept of simplicity.
We wanted to use a different language than the one you might have
expected from any technology company, and from Philips in particular
- fresher, cleaner, more human. Every ad, every insertion tells
a part of the story. One ad reinforces another. That is why you
will always see multiple insertions in TV commercial breaks,"
Guimaraes added.
The campaign, which was developed together with DDB, Philips' global
advertising agency, and media buyers Carat, features existing Philips
products that fit the new brand positioning. It will run via broadcast,
print and online in India, Brazil, Russia and Spain and then in
a new version in China, France, Germany, Italy, the Netherlands,
the UK and the US.
The total value of the campaign in the first quarter of 2005 is
around Euro 80 million. At an annualised rate, the spend for the
new campaign is comparable with the world's most influential advertising
campaigns.
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