Royal Philips of the Netherlands has launched an integrated marketing campaign in Australia to promote its current brand positioning and refreshed brand identity “innovation and you”, to better reflect Philips’ mission to improve people’s lives through meaningful innovation.
The campaign was created in partnership with Guardian Labs Australia, the commercial content division of Guardian Australia, and is being promoted to Guardian Australia’s two million monthly unique audience (Nielsen) with further amplification through its digital and social channels.
Over a four-month period episodes around ‘A healthier, brighter future’ aims to inspire Australian audiences showing how innovation is advancing healthcare and personal well being and is transforming the way people experience lighting in public spaces and at home.
Kevin Barrow, managing director of Philips Australia and New Zealand said: “Our commitment is to deliver innovation that matters to people, by transforming healthcare access and delivery through partnerships, improving people’s health and well being and making the world more sustainable through our lighting solutions. It is rooted in Philips’ belief that innovation is only meaningful if it can make a change to someone’s life.
“The campaign underlines our continued focus on innovating in areas which allow people to be healthier, live well and enjoy life. Our brand represents our unique perspective to empower all to create a healthier future together.”
Supported by more digital, social and PR activations, the ‘innovation and you’ campaign will consist of 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.
Richard Wergan, Philip’s EVP and global head of brand, communications and digital said: “The brand campaign highlights the solutions and services that Philips is bringing to market today, based on our rich history of market leading innovation that goes back over 100 years. It communicates who we are and what we stand for now, a technology company that cares deeply about people and is committed to improving people lives.”
Susie Bayes, group account director for Guardian Labs said,:“The Guardian Australia is a natural home for Philips’s “innovation & you” positioning given our focus on constantly innovating to find better ways for readers to experience our stories digitally. We’ve designed the content to demonstrate Philips’ thought-leading credentials through brilliant storytelling, multimedia and interactive digital tools which provide readers with a deeper experience, whilst helping to accelerate their brand communications strategy.”
Rob Willoughby, digital director for CARAT Sydney added: “Philips has asked us to find a suitable content partner to develop stories around their mission to improve people’s lives through meaningful innovation. The Guardian Australia was clearly aligned both in terms of its audience, storytelling technology as well as being a trusted voice both in Australia and internationally. We planned to amplify the campaign using a broad spectrum of native and social media, promoting Philips’ owned content from its many innovation stories.”
Philips – Brand Design
Ogilvy – Creative Agency
Carat Sydney – Media Agency
OneVoice Australia/FleishmanHillard – PR Agency
Havas Media – Programmatics Agency