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Philips Wake Up The Town


THE NEAREST TOWN TO THE NORTH POLE is Longyearbyen, Svalbard (78°N). In winter, the sun doesn't rise here for 4 long dark months. This lack of light makes it the toughest town in the world to wake up in.

We gave people of the town the Philips Wake-Up Light, which simulates sunrise. Waking up the natural way makes it easier to get up and leaves you feeling refreshed. But could it work in the extremes of the arctic dark season?

Before the experiment a mini-doc trailer film was seeded on blogs in Northern Europe. This intriguing film drove people to the campaign site to find out more about the world's northernmost town. People could stay in touch by joining us on Facebook and YouTube. When the clocks changed for winter, OOH, print and a new online mini-doc directed people to the experiment. The town kept online diaries and shared their experiences on Facebook - leading to a lively conversation between fans and townsfolk, all unprompted by Philips.

Philips-Wake-Up-The-Town-data-visualisation.jpg

Throughout the dark season more mini-docs were released and the story was kept alive by Philips and the town posting their experiences on Facebook. Philips own homepage and banners drove more traffic to the campaign site - as did PR coverage featuring townsfolk talking honestly about their experience. In-store POS also continued the message through the winter.

SOME OF THE RESULTS:
Increased awareness for the product and its benefits - now 1 in 5 consumers in key markets know what the light is about. People were also inspired to want the Wake-up Light and owners were inspired to share their own stories on Facebook and become advocates for the Philips Wake-up Light.

AND WE WOKE UP THE TOWN? The Arctic town test was a huge success. A staggering 98% of the townsfolk are still using Philips Wake-up Light.

Get the behind the scenes' story.

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