Last year, Philips released a series of LCD TVs called the “Design Collection.” With similar strategies as outlined in my Adamo blog, the brand wanted to further appeal to the females whose CE influence and purchase power would strengthen their position in the evolving technology market. According to Philips’ research, 98 percent of women consider style important so their communication supported the inspiration behind the design and how it fits into people lives and living rooms.  Cue brand video:

The video is set up as a problem/solution piece with a female voice over (v/o) attempting to create empathy. The problem is supposed to elicit a “yeah, I feel that way too” subconscious thought and the solution “ta da” is Philips. While I applaud Philips strategic marketing choice, the launch video seems like a collection of vague visuals and superfluous words without clearly articulating key product messages. 

Electronic products don’t engage me, I mean, there’s a lot of them and they all look the same, technical, angular, and boring. I want things which trigger my emotions. - Philips uninspiring robotic female v/o script. 

In contrast, the Adamo launch video creates a distinctive brand voice, but still speaks both respectfully to their audience needs/wants and technically about the intuitive nature of the product. They highlight design, craftsmanship, performance and competitive claims through a montage of executive level leadership that seem to sincerely be passionate about the product. They couple this with images of the photoshoot creating a behind-the-scenes intrigue.

Adamo Launch Video: Sr VP Consumer Product Group

A launch video is as much about differentiating the brand as it is about selling the product. Marketing is developed to support the product, not eliminate the need for product excellence.