Philips started selling their returned products online to be more eco-friendly.
Few were buying them because people felt they were inferior.
But because of their quality warranty and lower carbon footprint, Philips wanted to convey they were just as good as their new products.
We went a step further and told consumers they were better than new.
To show we truly believed it, we blocked the sale of new products from the Philips website for the duration of the promotion.
The 52,000 returned products sold out in record time.
Few were buying them because people felt they were inferior.
But because of their quality warranty and lower carbon footprint, Philips wanted to convey they were just as good as their new products.
We went a step further and told consumers they were better than new.
To show we truly believed it, we blocked the sale of new products from the Philips website for the duration of the promotion.
The 52,000 returned products sold out in record time.
Cannes Lions Grand Prix Creative Business Transformation
Gold Clio Experience
Gold Clio Creative Strategy
Gold Clio Experience
Gold Clio Creative Strategy