Philips: Philips Cinema 21:9

Philips' 21:9 Cinema - a premium-priced flat-screen TV - successfully differentiated itself via this campaign, based on an online and offline "cinematic event".

Philips: Philips Cinema 21:9

Philips wanted to minimize waste and reach its target audience in a cost-effective way. It decided to invest in the online channel, followed up by an innovative use of traditional media.

The campaign is not only about landing messages; it's about drawing the user in and giving people something to talk about. The result was that people talked about more than just the Cinema 21:9 film – it made them talk about the total Philips TV range.

This is the age of YouTube, production values and speak volume (word of mouth) - people are looking to...

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