Philips achieves global campaign agility and reduces campaign process from 28 to 8 days
Philips achieves global campaign agility and reduces campaign process from 28 to 8 days
Philips is a Dutch multinational corporation that operates in the healthcare technology, lighting, and consumer electronics industries in over 100 countries. Its product lines include LED lighting, medical imaging and patient monitoring systems, home appliances, personal care products, and more. Being present in so many markets with so many different products does come with its ad challenges.
Philips is a Dutch multinational corporation that operates in the healthcare technology, lighting, and consumer electronics industries in over 100 countries. Its product lines include LED lighting, medical imaging and patient monitoring systems, home appliances, personal care products, and more. Being present in so many markets with so many different products does come with its ad challenges.
Industry
Consumer Electronics
Objective
Optimise global marketing efforts
Challenge
Doing business in all these markets and offering different products in these markets asks for an agile way of working. Global new formats need to be distributed across all markets, which often have different banner specifications or advertising rules and regulations. Local creative agencies might have the expertise, but they charge high costs for asset creation that might even exceed the yield. Especially the time-consuming localisation campaigns are very costly when created and published manually. Not to mention ads for the smaller markets, where big investments in creative agencies are just not feasible.
Solution
Cape offers an asset library connection with global toolkits that are automatically translated and distributed to all markets for local teams or creative agencies. Philips can easily add new formats at any moment in the Cape environment. These formats get distributed to every market so all assets conform to the correct banner specs automatically. This is especially beneficial for smaller markets and their media planning with all toolkits translated automatically. The global team invests in templates / concepts and takes on further licensing costs so smaller markets can make use of these without any additional costs. Also, they don't have to create their own assets anymore, since all the creatives are centrally created by the global branding team.
Results
With this set-up, Philips is able to effortlessly create, scale and deliver all-round campaigns across all markets. Philips was able to reduce the E2E process from 28 to 8 working days with Cape. And, additional assets can now be completed in 2-3 days compared to 15 days via a creative agency. Philips estimated to have already saved millions of euros with the use of Cape.
But... The process isn't just more efficient and cost-saving, it has also got much more effective. Most decisions are steered by the global branding team and they can immediately create and distribute all creatives with the right specs, aligning with the global strategy, brand identity, and content compliances. Working with Cape has also impacted their operational processes greatly. Think of an improved test & learn process through faster turnaround time, flexibility and no costs included.
“We not only save a great deal of money and work more quickly with Cape, it's also about effectiveness. Since we deliver all templates and toolkits at the expense of the global team, local teams no longer have to make concessions and choose between channels or size of campaigns.”
Edwin Driehuijs, Product Owner Audience Activation @ Philips Global
Full showcase banners
