Philips HK debunks myths surrounding electric toothbrushes with new campaign

Philips Hong Kong has unveiled a story-driven campaign featuring Hong Kong pop singers Hins Cheung and Terence Lam. Building upon the launch its new electronic toothbrushes, Sonicare, the campaign aims to dispel common myths surrounding electric toothbrushes. 

Also known as “Philips Sonicare, an ultimate oral care” (不一樣的聲波Care), the campaign is launched in phases from 5 June until mid-September. It targets manual toothbrush users aged between 20 and 55, who are new to the category and conscious about oral healthcare.  

It also targets power toothbrush users, who are existing users of the category, looking for experience beyond just the product, but the technology as well as the personalised solution.   

Done in collaboration with creative agency TBWA\Hong Kong and media agency OMD Hong Kong, the campaign aims to debunk misconceptions surrounding electric toothbrushes while highlighting the superior cleaning power of Philips Sonicare’s superior Sonic Technology with the idea of “Same same but different”.

"Twin brothers" fronting the campaign

In an interview with MARKETING-INTERACTIVE, a spokesperson from Philips Hong Kong said Cheung and Lam are often referred to as “twin brothers” due to their striking resemblance.

Celebrating their lookalikes yet difference, Cheung and Lam, were chosen for their striking similarity in appearance and their notorious "frenemy" rapport. 

"Their genuine friendship and playful banter are the perfect vehicles for telling the story of our campaign, which draws a clever parallel between their likeliness and the subtle, yet significant, differences in Philips Sonicare’s product range," said the spokesperson. 

As the campaign leverages the celebrity duo to drive home the message that "what looks the same doesn't mean it's the same", the series aims to educate the audience that those electric toothbrushes, and more specifically Philips Sonicare’s range, provide a level of cleaning that manual brushes simply can’t match. 

"It also clarifies that not all electric toothbrushes are created equal and that Philips Sonicare stands apart thanks to its microbubble technology. Lastly, it also distinguishes Sonicare's premium AI-powered brushes that elevate personalised oral care," said the spokesperson. 

As part of the campaign, a trilogy of fun and engaging short episodes have been unveiled, of which viewers may follow Lam's journey as he transitions from his old toothbrush to the Philips Sonicare, thanks to his neighbour Cheung.  

Set against the comfortable backdrop of their homes, the campaign showcases the friendly interaction between the two, subtly weaving in educational messages. 

Insights behind the campaign

In terms of marketing strategies, the campaign is crafted to engage consumers on a deeper level. The "Philips Sonicare, An Ultimate Oral Care" campaign intelligently capitalises on the audience's existing affection for the popular celebrity duo, setting the stage for an authentic narrative and a perfect metaphor. 

With this approach, Philips Sonicare not only reinforces its position as a leader in oral health technology, but also touches the hearts of consumers, compelling them to take action in their dental hygiene practices. 

To amplify the audience reach, the campaign started with a teaser stage earlier in late May, with a teaser game post on social media for consumers to guess the new ambassador before the video launch.

Done in partnership with PR agency FleishmanHillard, The campaign is also promoted via a wide range of media channels, including YouTube, Facebook, Instagram, TV, media coop, and the celebrities’ social media. Offline in-store and out-of-home (OOH) advertising is also leveraged. 

Carol Leung, commercial leader, personal health, Philips Hong Kong, said: “As a leading health technology company focused on improving people’s health and well-being through meaningful innovation, Philips Hong Kong always looks for ways to create positive impact for the community where we do business.”

“Oral care is such an important daily routine for people of all ages. We hope the revolutionised technology of our products can help to develop healthy habits for everyone, with less time yet higher efficiency,” added Leung.

“In line with our commitment to meaningful innovation, we are excited to announce an upcoming campaign that aims to revolutionise the way people perceive and engage with oral care,” continued Leung. “Stay connected with us as we unveil captivating content and exciting initiatives that will inspire you to embark on a journey of transformative oral care experiences.”

Joyce Li, category lead, oral health care and beauty, Philips Hong Kong, added, “With the great success of Philips Sonicare X Hins Cheung campaign launched in 2022, we aim to take it to the next level with the idea of “Same same but different”, a revolutionary approach to dispelling common myths surrounding electric toothbrushes while highlighting the superior cleaning power of Philips Sonicare’s clinically proven sonic technology, featuring Cheung and Lam, the eagerly awaited first ever dual ambassadors brand collaboration.”

“We hope everyone can find one of our products suitable for their daily routine and start to build a healthy oral habit through this fun and engaging campaign," Li added.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!

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