Iris Singapore and Philips find real homemakers to promote the Philips Noodle Maker

iris Singapore has unveiled a branded online content campaign to promote the latest innovation from Philips – the Philips Noodle Maker.

Centered around the theme ‘Cooked With Love’, the digital campaign targets Singaporean families and home decision makers that could benefit from a product that makes freshly homemade noodles in just 10 minutes. And there isn’t a better occasion to resonate with our audience than Chinese New Year’s reunion dinner – a time when homemade food matters most.

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Philips are always looking for opportunities to engage directly with the communities that interact with their brand and products. With this social media campaign, they wanted to provide content that is not only entertaining, but showcases the real value the Noodle Maker can bring to everyday lives.

Elaine Chum, Digital lead Philips ASEAN & Pacific said, “The project kicked off with a facebook competition that gave families the chance to win a Philips Noodle Maker by uploading family photos and sharing their plans for the upcoming reunion feast. The most charming stories were chosen and two families became the heart and soul of the campaign.

In the finale of the branded content, we see the two winners enjoying an extended family reunion – where in addition to seeing the Philips Noodle Maker in action and enjoying the lovely noodles over dinner, guests also had the chance to buy their own Noodle Maker at a discounted family special by scanning a QR code near the product.”

Ed Cheong, Creative Director Iris, said, “As amazing as the product was, we knew that it’s never just about what it could do. Home cooked food has and always will be about the people you deeply care about. To celebrate the innovation, we had to find real homes, real affections, and real reasons for owning a Philips Noodle Maker.”

Credits – 

Creative Director: Ed Cheong