Philips: How to sell health in Eastern Europe

Electric toothbrush brand, Philips Sonicare, tackled the nation's poor dental health with an edutainment programme in Ukraine.

Campaign details

Brand: PhilipsBrand owner: PhilipsEntrant company: Carat KyivIdea creation: Carat Ukraine, KyivMedia: Carat Ukraine, Kyiv / The Story Lab, KyivMarket: UkraineSector: Oral healthMedia channels: Online video, Search marketing, Social media, TelevisionBudget: Up to 500k

Executive summary

Thanks to the edutainment approach to promoting Philips Sonicare using content, we managed to reach Ukrainians who did not want to learn something new about dental care in just three months.

We were able to solve tasks that years of direct TV advertising could not solve...

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