Thursday, 10 September 2015

Philips and its integrated marketing campaign

I know, I know! I have been MIA over the last week. Sorry if you all have been missing my posts, no sarcasm intended. I have just finished another intensive, yet amazing subject called “Integrated Marketing Communications” run by Dr Kathryn Charlton.

The number of late nights and group brainstorming sessions that took place was countless, but boy did we have fun! Besides the potato business cards, cupcakes and role play, we were able to walk away with a huge amount of valuable information that will most definitely come in handy down the track. As the subject was based around creating an integrated marketing campaign, I thought it would only be appropriate to post an article that reflected this topic.

Royal Philips of the Netherlands has launched an integrated marketing campaign in Australia promoting its current brand positioning and refreshed brand identity, “Innovation and you”. The change in message better reflects the brand's mission that aims at improving people’s lives through meaningful innovation. 

The central point of this campaign revolves around the brand’s new visual storytelling platform ‘Innovation and You’. This platform features a plethora of the latest Philips innovations, showcasing real-life stories from around the world behind each innovation. Philip’s campaign was designed in collaboration with Guardian Labs Australia that are the commercial content division of Guardian Australia.

Spanning across a four-month period, a number of episodes will air that revolve around the themes of a healthier, brighter future. These episodes will aim at inspiring Australian audiences, by demonstrating how innovation is advancing healthcare and personal wellbeing. It will further show how innovation is transforming the way people experience lighting in both public spaces and at home.

 “Our commitment is to deliver innovation that matters to people, by transforming healthcare access and delivery through partnerships, improving people’s health and wellbeing and making the world more sustainable through our lighting solutions,” says Kevin Barrow, Managing Director of Philips Australia and New Zealand.

Embedded in Philips belief is the idea that innovation is only meaningful “IF” it can bring forth change to the lives of others. The following campaign that will evolve over the next few months will focus on innovating in areas that allow people to be healthier, live well and enjoy life.

The campaign will be supported by more digital, social and PR activations containing a multitude of mediums such as rich video content, articles and interactive visualisations that showcase the individual experiences of patients, providers, caregivers, consumers and businesses alike about what Philips’ solutions meant for them in the most meaningful moments of care and how it has enriched their world being better connected.

Lauren Musat
Current student in the Master of Marketing program at the University of Sydney Business School

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