Teaching Nico to Shave...

Design and development of Philips Electronics multi-year engagement in F1 for the purposes of further driving international sales of their male grooming devices. Strategy featured extensive Philips branding in F1 on-car as well as direct F1 driver rights, imagery, naming rights and extensive in-market activation. The only problem on the day was a distinct lack of stubble on the then very young soon-to-be F1 World Champion.

"Our primary objective was to bring innovation to the category, we did this via two strong electric shaver launches, the Smart-TouchXL and SpeedXL and by investing in the WilliamsF1 Team sponsorship. We want consumers to know that Philips leads the way in product innovation."

Andrea Ragnetti, CEO, Philips Domestic Appliances

Nominet

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Microsoft Xbox

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Unilever

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RedBull with A Touch of Ice

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Air Asia

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Microsoft

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Etisalat

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Rexona and The Stig

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Pharrell Williams & Sony Music

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Daft Punk & Ridley Scott

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FedEx Corp

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Activation Examples

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PepsiCo - 7Up

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Teaching Nico to Shave...

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HP Corp - Primary Partnership

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The King of Beers Comes to F1

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