Philips Electronics said its new $100 million-plus U.S. advertising campaign, including an Internet component, starts this week, “representing the most dramatic and visible demonstration of the company’s commitment to building its brand in the United States.”
The campaign is an evolution of its three-year old “Let’s Make Things Better” campaign. It was created by Messner Vetere Berger McNamee Schmetterer/EURO RSCG, the advertising arm of the Paris-based HAVAS Group.
Using its brand promise, “Let’s Make Things Better,” Philips’ new brand advertising campaign features wry, humorous ads that portray young, clever, motivated consumers finding ways to improve their everyday lives with the help of Philips’ products.
The campaign uses a cover version of the “Getting Better” song written by John Lennon and Paul McCartney for the seminal Sgt. Pepper album.
The advertising campaign combines television, print and online media and will be seen on network, cable, and spot TV, in a wide variety of mainstream consumer publications, and at key, high volume Web sites. Philips said it will reach 95% of its consumer targets an average of 55 times for the first 12-months of the campaign.
Television buys include major entertainment and sporting events such as the World Series, prime time network programming including NBC’s Thursday night lineup, syndicated programs including “Seinfeld,” and cable programs on MTV, E!, and the USA Network among others.
Philips’ print buy includes a doubling of the number of magazine pages over last year’s campaign. The ads will appear in 11 different categories of magazines, including: business, sports, men’s and women’s lifestyle, science, entertainment, thought leader, shelter, epicurean, travel, and audio/video trade publications.
The online component (no spending breakdown was available) of the campaign leverages the Web sites of the scheduled publications and high volume, independent sites through cross promotions and hot links to appropriate Philips Web sites.
Royal Philips Electronics of the Netherlands, with 1997 sales of $39 billion, markets 22 product categories from six different divisions of the company, including light bulbs, television sets, audio and video equipment, personal care, and portable phones and pagers, among things.
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