Electronics giant Philips is running mobile ads to promote a new iPhone application and mobile Web site that tell busy foodies how to cook gourmet cuisine in 30 minutes.

The iPhone application and mobile site, created by Marvellous, support the launch of the Robust Collection, a new high-end kitchen appliance range from Philips. The application and site let users source ingredients at their local supermarket, then shows how to prepare them like a professional and cook quality homemade meals.

?Philips wanted to provide an affluent, time-poor audience for the Robust range with a useful aid that adds value to their busy lives,? said Cristina Larsson, senior producer at Marvellous, London. ?The app and mobile site help users to come up with quick and tasty recipes.

?The app also helps to raise awareness of the full robust range of products and demonstrates that the range was designed for busy people like them,? she said.

Koninklijke Philips Electronics N.V. (Royal Philips Electronics Inc.), commonly known as Philips, is a Dutch electronics company.

Philips is organized in a number of divisions: Philips Consumer Lifestyle (formerly Philips Consumer Electronics and Philips Domestic Appliances and Personal Care), Philips Lighting and Philips Healthcare (formerly Philips Medical Systems).

Philips claims the new Robust Collection consists of kitchen appliances made of heavy-duty metal with power-efficient motors as standard for professional strength and durability.

Marvellous is a creative interactive agency that specializes in emerging digital channels such as mobile, social and online. Major clients include Adidas, Coca-Cola, GSK, Guinness, Peugeot, Tiffany and Vodafone.

Appetite for apps
With more than 1,000 recipes, users can search for meal ideas by key ingredient, cuisine type, level of difficulty, meal type or keyword.

The iPhone application also contains a cook?s timer, with individual timers for each stove burner and the oven, to help coordinate cooking times.

The target demographic is consumers ages 30-45 who are foodies and cooking lovers.

The mobile site works across all handsets with mobile Internet access.

The application and mobile site help consumers check out more details about the Robust Collection.

There are no specific retailers involved in the project; however, consumers can search where to buy and it will list retailers. There is an option to find the nearest retailer in case users want to make a quick purchase. 

Philips is getting the word out about the iPhone application and mobile site via mobile media buys.

Banner ads with click-to-download functionality are running across Sky, AdMob, Three and Yahoo in relevant lifestyle, news and food applications.

The mobile ads will be running until the end of December.

Over the Christmas period, the mobile site will contain information on the Taste of Christmas fair at ExCel London, to link in with Philips? stand there and to spark interest in home cooking over the holiday season.

Taste of Christmas is returning to ExCel London Dec. 4-6, 2009. The Robust Collection will be part of the lineup, which includes London?s top chefs and restaurants.

The iPhone application is free and available to download in mid-December from the iTunes App Store.

?Marvellous has helped Philips to address the challenge of raising awareness of the Robust range and showing people in a practical way how they can use the appliances to create meals,? Ms. Larsson said.