MOMS’ ENERGY

PHILIPS

 

 
 

CHALLENGE

How could Philips, one of the world’s largest health and consumer technology companies, live up to its global brand promise, “Innovation that matters to you?”

INSPIRATION

We sought to dramatize the brand promise in its purest form. There is no more powerful example of what “matters to you” than the love of a mother for her children. We asked ourselves how Philips’ spirit of innovation could showcase this love in action.

CREATIVE SOLUTION

Argentina celebrates Mother’s Day in October, which also happens to be a critical sales period for Philips beauty, kitchen and garment care appliances. Instead of just developing traditional product ads, Wunderman Thompson leveraged technology to build a real-world tribute celebrating everything moms do for their families.

We selected a group of active moms and attached a new piezoelectric device designed to collect the kinetic energy generated by their steps. Then we transformed their real energy, the true power of love, into power to run the Neonatal Intensive Care Unit at the Sardá Maternity Hospital on Mother’s Day.

INSPIRING GROWTH: RESULTS

This simple yet powerful idea drove growth for Philips while delivering on their promise of providing “innovation that matters.” Not only did the campaign receive extensive coverage in Argentina but the global media also celebrated the ad’s creativity and innovation through positive coverage in Creativity, Fast Company and The Drum. The campaign was also featured as Adweek’s “Ad of the Day.”

Most importantly, the campaign generated clear and positive results, including:

  • 71% year-over-year increase in sales

  • 22.9 million views

  • 214 million media impressions