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With the launch of the Philips OneTurn, Philips introduced a completely new innovation within the garment care category. The device combines the performance of an iron with the convenience of a handheld steamer, allowing users to switch effortlessly between ironing and steaming with a simple turn. The challenge was not only to generate visibility for the product, but also to educate media and consumers about an entirely new way of caring for clothes. The benefits of the OneTurn are best understood when experienced firsthand, making product demonstration and trial essential to the launch strategy. Philips was therefore looking for a campaign that would go beyond traditional product communication and enable journalists and influencers to discover the innovation in an engaging and memorable way.
To bring the Philips OneTurn directly to the media, UPR developed the Philips OneTurn Mobile: a mobile showroom that travelled across Belgium, visiting editorial offices, media partners and key stakeholders. The OneTurn-tour allowed journalists to experience the product in a practical setting and discover its key features through live demonstrations. By testing the device themselves, they immediately understood how the OneTurn simplifies garment care by combining horizontal ironing and vertical steaming in one compact solution. To further support the launch, UPR organised an interactive press and influencer event where guests could discover the product in a fun and hands-on way. Rather than hosting a traditional presentation, attendees were encouraged to test the OneTurn themselves in the OneTurn Mobile, comparing ironing and steaming techniques while learning more about the product’s innovative technology. The event created an ideal environment for content creation and genuine product discovery. Combined with the mobile, it enabled Philips to bring the innovation to life and create meaningful interactions with both media and influencers.
The campaign generated strong visibility across Belgian lifestyle, fashion and consumer media. The Philips OneTurn secured coverage in leading titles including ELLE, Knack Weekend, L’Officiel, Marie Claire, Feeling, Flair, De Zondag, Billie, Menstyle and GUS World, among others.
The influencer programme generated a large volume of authentic content, showcasing the OneTurn in a lifestyle-driven context rather than a traditional home setting.
By bringing the Philips OneTurn directly to journalists and influencers through a tour and launch event, Philips successfully introduced its latest garment care innovation to the Belgian market and generated strong awareness among both media and consumers.
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