BRIEF:

Philips, the global leader in lighting, wanted to build awareness and drive consideration forHue– a personal wireless lighting solution. 

CHALLENGE:

From the time of launch in the market, Hue was perceived as just anotherambient lighting meant for special occasions. Therefore, it was crucial to shift the focus from basic product features towards the overall experience Hue has to offer in enhancing people’s moods. 

SOLUTION:;

#TurnOnMoments– an on-ground activation that simulated the living experience with Philips Hue as a lighting solution turning everyday lighting into extraordinary experiences. 

COMMUNICATION STRATEGY:

Experience the hues of life in your own personalized space 

EXECUTION:

Light brings life to nature, regulates human health and an overall well-being. 

We wanted to simulate similar experiences to show people how light can affect their moods and #TurnOnMoments with Philips Hue.

For the campaign, we targeted early adopters leading connected lifestyles powered by technology and smart devices. So, we designed a unique experiential projection Dome in the heart of the millennial city, DLF Cyber Hub in Gurugram.

The Dome wasfurnished with miniature home-like settings for a bedroom, living room and a dining room. Stunning 4K projections, inspired by nature, were created to evoke a must-have desire in our audience and motivating them to transform their lifestyles. 

Shruti Hassan, Philips Lighting’s Brand Ambassador, was invited for the inauguration.  Other key influencers and lifestyle bloggers were invited for an exclusive preview at the venue. They then shared their “Moments of Hue” amongst their audience on digital media and amplified the campaign’s digital footprint.

To deliver the same experience in other major cities of India, we created a mobile experience in the form of a luxury coach –#HueOnWheels. 

The coach traveled across 3 metropolitans – Delhi-NCR, Bengaluru and Mumbai covering premium locations – corporate parks, residential complexes and clubs.  

RESULTS:

The campaign delivered over 18,000 personalized moments of Hue and introduced close to 1.4 million people to the future of lighting.