For the launch of their new Cinema 21:9 television, Philips joined forces with Ridley Scott Associates (RSA) Films to produce ‘Parallel Lines’ – a series of short films. Philips chose the five most groundbreaking treatments from submissions by 45 directors in the RSA stable. The films explore the most popular genres of filmmaking including drama, action, animation, sci-fi and thriller, and were shot on location in South Africa, Uruguay, London, Moscow and China.
The five films were released online at www.philips.com/cinema on the 8th of April 2010. Entitled The Gift, The Hunt, Jun and the Hidden Skies, Darkroom and El Secreto de Mateo, the shorts were shown using the Philips’ ‘Ambiplayer’ – a special online media player which recreates the effect of Philips’ unique Ambilight technology, picture quality and sound quality of Philips TVs.
The campaign was punted on a dedicated Facebook site with director interviews, stills, behind-the-scenes clips, and other cinematic viewing experiences. One day prior to the online release of the films, Philips bought a Facebook ‘reach block’ across 10 global markets where users could view the trailer on their personal homepage.
Parallel Lines’ digital integration included a YouTube homepage masthead in widescreen 21:9 cinematic format which appeared in seven markets on launch day. It was the first use of a 21:9 cinematic format media player on YouTube.
To build up hype ahead of the films’ release, Philips dispatched direct mail to film bloggers. Inside each box was a note from RSA Films founder Ridley Scott. “The five shorts of Parallel Lines are completely different, but they all share the same single dialogue. Until they’re released on 8th April, the words of the dialogue are being kept secret. Within this pack are some exclusive items relating to one of the five Parallel Lines shorts, including a clue to one of the lines of dialogue.”
It’s not often that a new product line is launched with such incredible and imaginative use of so many touch points. Philips has hit it out the ballpark. Their integrated marketing campaign was simply earth-shattering…
Cheers,
