Philips are known to offer reliable lighting solutions. They however have a new product that they are trying to introduce into the market and have it penetrate just as successfully as the previous products. Our challenge was to drive transition from the traditional bulb to new innovations in light that transform the way we enjoy light at home.
Philips Mood lighting is a combination of Philips new lighting solutions and applications that are used for home decorative lighting. These solutions enable people countless ways of expressing their styles in their homes via their own solutions that are tailor made to their specific colors, effects and shades. This concept allows people to enjoy light in a whole different way.
We launched the “Light Me Up” Campaign whose main aim was to generate content that was relevant to the brand and product and still connect with people on a personal level so as to spark dialogue with them on social media.
Our target was the growing middle class mainly urban and semi-urban, specifically couples, parents, and young unmarried professionals, and our objective being to create awareness of the Philips mood lighting solutions while encouraging consideration by positioning the product as a means of enhancing the quality of the home environment as well as uplifting the personal image.
We launched the “Light Me Up” Campaign aimed at spreading the innovative Philips mood lighting. The thought behind it was to generate content that was relevant to the brand and product and still connect with people on a personal level so as to spark dialogue with them on social media.
We put up engaging posts with humor, current affairs, trending topics and inspiration, all themed around light. Regardless of whether people were having the blues or were on top of the world like they just won the lottery, we asked them to share what they were feeling with us then intervene to make them laugh or smile. Whatever their day had been like, Philips was there to get them in the right mood.
Can Philips introduce a lighting solution that’s will improve people’s lives? Can it connect with the audience and communicate the fact that it’s a brand whose innovation is people-centric?