Philips - Girl power: how a female robot grew sales for the Philips MSS shaver
Andreas Moellmann, Sarah Carter and Les Binet – DDB UK
Many famous IPA papers have demonstrated the power of emotional, brand-building advertising. Think of PG Tips, BMW, and Orange – campaigns that built sales over many years.
This paper shows something different: how emotional advertising can also produce dramatic sales effects over a much shorter period. We show how a brand defied product-focussed market conventions, bravely switching to much more emotional communications.
Then, for the first time in an IPA paper, we use fascinating...