Philips: Useful Sound

Philips, a technology company, grew its market share in Russia by linking its headphones product with productivity websites.

What comes to your mind when you think about the brand Philips?

A Russian would probably mention batteries, hairdryers, toasters, TV sets, electric razors. Audio devices would most likely be the last on the list, if they would even be in it.

This is a story of how we breathed a new life into Philips' audio division in Russia and tried to lead it away from a highly competitive market segment and create a completely new one for itself. All of that - without any serious advertising budgets or celebrity images that are all too common for the category.

Market...

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