Philips had no presence either in the online or social media space. The brief was to spark new conversations about a brand whose consumers were disinterested to engage with beyond purchase, through the new SensoTouch shaver.

The response was a methodically planned 3 phase social engagement campaign that aimed to get all of Singapore talking about Philips again. The 1st phase involved the launch of this video featuring a man, in a custom-made bear mascot outfit into the viral realm.

The video achieved more than 1 million views online in less than 48 hours. It was subsequently picked up by the local press who further sensationalized the entire piece, fuelling suspicions that, "the bear could be real".

Due to reasons entirely out of our control, the campaign never did reach phase 3. It did however, achieve & exceed all desired objectives of creating conversational capital, retention & awareness of the Philips brand into the heads of Singaporeans.

Beyond the US$2.7million dollars in press coverage attained, reactions to the video included widespread international debate & interest in a range of larger socio-cultural issues. It seemed like everyone had something to say about the campaign (not that we agreed with everything), so we decided to take a backseat, and listen.