Sofia - Saatchi & Saatchi Bulgaria and Publicis Consultants | MARC were winners at the Europe Excellence Awards for their "SoulHunters" campaign for Philips Bulgaria.
The "SoulHunters" campaign was aimed at provoking buzz about Philips' new high-quality headphones among young people who are passionate about music and urban culture.
In order to convince youngsters that Philips is a cool headphone brand the team launched a search for 500 coolest youth trendsetters to receive one of 500 pairs of headphones and encourage them to share their opinion on the product.
Three people emblematic of the main target groups were chosen to travel across the country and hunt for the 500 coolest soul mates - that's where the campaign name "SoulHunters" originates. The nation-wide trip of the SoulHunters was filmed and all the videos were released on-line at www.soulhunters.bg, Facebook, YouTube and Twitter.
Followers were also challenged to upload pictures or movies to prove how cool they are and to convince the SoulHunters that they deserve a pair of Philips headphones. Constant daily updates on the different social media channels enabled interested people to follow and meet the SoulHunters at real-time. As a result the public went hunting for the SoulHunters.
For 3 weeks 500 headphones reached 500 trendsetters who shared how they received the headphones and their review about the product. This provoked real word of mouth effect.
The campaign managed to reach 200,000 potential customers and boost Philips headphones sales by 82%.
Find out more about the campaign at:
SoulHunters' YouTube Channel: http://www.youtube.com/user/SoulHuntersBG
Case study: http://www.youtube.com/watch?v=bk7EK6e6F_8
And check out the Europe Excellence Awards winners list: http://excellence-awards.eu/files/2011/12/winner_2011.pdf
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