There are no particular local restrictions when it comes to Digital Branded Content but the content, by its nature, should be non-interruptive and virtually brand-neutral, and communicate the brand without the brand being overtly present. So, rather than talk about the brand, we emphasize the benefits of experiencing sound in an emotional way. Philips' Obsession with sound is reflected by rather than broadcast by the piece. The content is quintessentially Philips, whether a brand logo is present or not.

We created an interactive film to accompany a new piece of music commissioned from Washed-Out, in order to achieve our objectives. It caused consumers to lean forward and to discover for themselves the benefits of a Fidelio product. The main benefit of the equipment – Sound Fidelity – is at the fore with the brand as an associated part of the communication.

With a restricted media budget and the need to be able to utilize the content in multiple potential settings (POS, Event, Online and TV) we created an experience rather than just advertising. Even without branding, it still tells a compelling story about sound fidelity – that could only come from Philips – without ever mentioning the brand directly in any dialogue.

With our earlier Philips campaign, we had established a core audience on the Philips Sound Facebook page, so we decided to launch the Sound of Creation campaign on this platform as well. We wanted to draw real music lovers, our target audience, to the campaign website by encouraging word-of-mouth communication amongst this audience through Facebook.

Various posts were placed on the Facebook page to drive traffic, with nine of them for each of the nine Philips Fidelio audio products and their inspiration stories. The posts consisted of inspirational imagery and content that tied back to the ‘Sound of Creation’ campaign.

The goal was to appeal to a small but highly interested audience as opposed to the masses, and therefore drive higher percentages of conversion to the Philips.com platform and shop.

So far… ‘The Sound of Creation’ is performing very well.

- 3.9% of consumers that visit the campaign site click through for more information on the product.

- We are the no. 1 campaign traffic driver to both the Philips.com/shop and the product category pages.

- 22.5% of visitors stay on the page for longer than 5'.

And all of this with no paid media…