Philips Singapore turns instruction manual into greetings card in Father’s Day campaign

Instruction manualPhilips Singapore has created a personalisable instruction manual to go with its male grooming products to help bridge what the company sees as the often awkward emotional gap between father and son.

The electronics firm is holding a SayItWithPhilips pop-up store at a local shopping mall where people can create their own instruction manual plus a father’s day card.

The campaign – created by Iris – begins with a film, published on Philips’ Facebook page, featuring a young man who says he finds it “challenging” and “weird” to tell his dad that he loves him.

Charlene Wong, marketing manager at Philips Electronics Singapore, commented: “There is definitely still a social stigma where we are more emotionally muted when it is time to express our love to our fathers. This initiative by our brand is a small effort in encouraging people to open up to their fathers, and inspiring a positive trend of showing our appreciation and affection to our dads.”

Client: Philips Electronics Singapore Pte Ltd
Marketing Manager: Charlene Wong
Agency: iris Singapore
Senior Account Manager: Ng Shin Yi
Senior Planner: James Honda Pinder
Creative Director: Ed Cheong
Senior Creatives: Michelle Fun, Sylvester Poh
Creative: Chng Woon Chien
Production House: CoolCheese Production House


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