Philips Intimate Massager: 2809

Philips via DDB London launches first intimate massager range, created to bring an extra dimension to couples' intimate relationships.

Following over two years of research into what couples in a committed relationship want from their sex lives, Philips has worked with experts to create the first range of non-penetrative stimulators designed to please both partners. By defining a new category known as Relationship Care, as part of its growing health and wellness business, Philips' new range of products is designed to help couples share and shape their intimate relationship through sensual stimulation and combined exploration.

Philips discovered that many loving couples want to experiment together, but are put off by current offerings and retail environments. Designed for couples aged 35+ in committed relationships, the Intimate Massager range allows couples to purchase beautifully designed modern products through trusted retailers such as Boots, Selfridges, and online at Amazon.co.uk.

The UK launch this month will be supported by a targeted marketing campaign, including print advertising, POS, PR and online. In all communication touch points the campaign idea of 'intimate discovery' comes to life with the aim of creating awareness and inspiring couples to introduce an Intimate Massager into their relationship. MS&L PR London have created a launch PR campaign which recognises the sensitivity of introducing a product aimed at couples who do not currently buy into the category, but are open to experimentation. The campaign including a launch event for UK trade and lifestyle journalists will kick start proactive business and lifestyle media outreach. The print ad developed by DDB features a couple entwined in an intimate embrace, depicted by contour lines. "This is an intimate massager for couples to use together and discover what turns each other on" said Neil Dawson, DDB's Global Creative Director for Philips. "In launching this new category, it was important for us to create an iconic visual that conveyed passion, intimacy, warmth and sensuality".

It was shot by Giles Revell and will launch on October 2nd with tactile bound inserts in GQ, Conde Nast Traveller and Vogue.

Giles Revell comments "The aim of the Philips shoot was to produce a unique image that engaged the viewer in the idea of exploring body surface. I think we succeeded in describing the sensitive nature of the massager by using contour lines to subtly reveal the surface of the two embracing figures. The image was made achievable through a combination of photography and complex body mapping methods."

Gary Raucher, Head of Integrated Marketing Communication at Philips comments "Based upon a strong communications insight, we were able to create relevant and arresting advertising that helps establish the 'Relationship Care' category. Couples exploring relationships together was the starting point for all creative development and is consistently seen back in this integrated campaign."

Tribal DDB, have developed the campaign site www.philips.com/initmatemassagers as well as online ads and rich media banners. Creatively aligning with the broader campaign, the campaign site within Philips.com explores the philosophy of the category in more detail with information on the extensive research, testimonials and advice from relationship expert Paula Hall. Finally, there are opportunities for customers to buy the product through the Philips e-shop.