Philips Father's Day

With the patriarch of the family, it is often tough to express your heartfelt sentiments – even on Father's Day. Many of us still struggle to share our feelings with our fathers the way we do with our mothers. Instead more often than not, a gift helps represent our sentiment. To bridge this gap in emotional intimacy and help those struggling to voice out their paternal affection, the creative minds at iris hijacked the most practical part of the gift to get sentimental – the instruction manual. The team replaced the usual guide with a highly personalized manual to help show our affection to our dad, the man who taught us many things in life.

The campaign kickstarted with a film launched on the Philips Home Living Facebook (Singapore). An in-store activation then follow suit for consumers to customize their own instruction manual to go along with their Fathers’ Day gift.

Shortlisted
Shortlisted
by Marketing Interactive as one of their favourite Fathers’ Day campaigns
3.6%
3.6%
engagement rate (exceeding av. rate of 1% – 3%)
91,213
91,213
reach