TP Vision strengthens premium brand position Philips TV with OLED+ and 360° campaign

How TP Vision is conquering Europe with OLED+

Philips has been one of the leading brands in television for many years, alongside Samsung and LG. This fall, TP Vision (Philips TV Europe) is launching a large-scale online and TV campaign in several European countries. The goal: to establish Philips TV as a premium brand, strengthen visibility and increase purchases. To achieve this, TP Vision has developed a unique range of OLED+ televisions, especially for the discerning consumer who wants to make watching TV the ultimate experience. With Smart solutions, Ambilight, excellent sound and the sharpest picture, the OLED+ televisions bring an innovative viewing experience.

A 360° approach with Validators

TP Vision works with Validators and deliberately takes a 360° approach:

Creative Testing — The TV commercial is tested in advance and optimized based on research findings and recommendations. Although the creative often accounts for only 10% of the budget, it determines more than 60% of a campaign’s effectiveness.

Campaign Effect — In Germany, the visibility and effectiveness of the campaign are extensively measured, including its impact on the brand across the various purchase motivations (Category Entry Points, CEPs).

Big Data — Validators analyzes all media placements and compares them with web traffic to determine which media are most effective, at what time, and at what cost. To do this, it uses its own Communication Analytics platform, which is based on Marketing Mix Modeling.

Ger Tolner, Marketing Intelligence Manager at TP Vision (Philips TV Europe): “The TV commercial and online campaign have just launched. We are confident the campaign will be a success and look forward to the survey results.”

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