Philips Lighting B2C, B2B
“Star” Products and Advertising Creativity Fuel Growth, YOY Portfolio Sales Up ⇧ 91%
Background General Electric's (GE’s) dominance in the U.S. lighting business in awareness, attitudes and usage (AA&U) key brand attributes and market share (49%) was so great that it successfully charged more for lesser (shorter life) bulbs. Philips’ sales were flat and its product managers were under the gun to increase sales and market share quickly.
Philips LED Daylight Bulbs
Opportunity Our research revealed a younger target, men and women 25-44, primarily homeowners with kids who are more open-minded and interested in trying new products.
Philips makes a number of innovative products including a compact fluorescent bulb - the Marathon - which uses 75% less electricity and lasts up to five years.
Approach We developed and executed integrated campaigns (including TV, radio, print, digital and retail trade) which dramatized the extraordinary life of the Marathon, its convenience and cost-savings.
Philips Hue Smart Bulbs
Outcome Philips’ brand equities, including associations with "Long Life" increased from 38% to 50%. Total sales (all consumer lighting, including the Marathon) increased during the initial advertising period 108% (vs. pre-period) and post-campaign consumer lighting sales were still up 91% over pre-period, one month after the first campaign ended.
Philips Soft White LED Bulbs
National retailers Walgreen's and Target said their decision to start carrying Philips products nationally was due in part to our campaign. Adweek named the “College” TV spot a Best of the Week.
Agency Arnold Worldwide