| Philips's 360° Marketing: Philips Streamium Internet Audio |
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The Challenge
Find the right audience and message to propel Streamium through a successful test market and justify a national launch.
The Solution
Teens and twenty-somethings want The Man out of their music. And they’re the early adopters of new-to-the-world technology. By letting them connect to hundreds of music channels, Streamium invites them to disconnect from mass music.
The Results
A 360-degree campaign (radio, outdoor posters, club events, web contests, and wall projections) saturated the test market for four months. The target judged it “innovative,” “believable,” and “for me,” setting the stage for a national rollout.
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