Philips unveils integrated ‘innovation and you’ brand campaign in Australia
Announcement posted by FleishmanHillard 01 Sep 2015
Partnering with Guardian Australia to showcase what a healthier, brighter future looks like
Sydney, Australia - Royal Philips of the Netherlands (NYSE: PHG, AEX: PHI), a diversified health and well-being company leader in the areas of healthcare, consumer lifestyle and lighting 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 fully digital campaign centres on the new Philips’ visual storytelling platform ‘innovation and you’ that features a wide range of the latest Philips innovations and showcases real-life stories from around the world behind each of them. 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 2 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 wellbeing and is transforming the way people experience lighting in 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. 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,” said Kevin Barrow, Managing Director of Philips Australia and New Zealand.
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.
“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,” said Richard Wergan, the company's EVP and global Head of Brand, Communications and Digital.
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.”
Credits:
Philips – Brand Design
Ogilvy – Creative Agency
Carat Sydney – Media Agency
OneVoice Australia/FleishmanHillard – PR Agency
Havas Media – Programmatics Agency
For further information, please contact:
Albertine Schor
Brand and Corporate Communications Manager
Philips Australia & New Zealand
M: 0427 915 643
E: albertine.schor@philips.com
About Royal Philips
Royal Philips (NYSE: PHG, AEX: PHIA) is a diversified health and well-being company, focused on improving people’s lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the Netherlands, Philips posted 2014 sales of EUR 21.4 billion and employs approximately 106,000 employees with sales and services in more than 100 countries. The company is a leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as male shaving and grooming and oral healthcare. News from Philips is located at www.philips.com/newscenter.
About Guardian News & Media
Guardian News & Media (GNM) publishes theguardian.com, the world's leading quality English language newspaper website (comScore, August 2015). Since launching its US and Australia digital editions in 2011 and 2013 respectively, traffic from outside of the UK now represents around two-thirds of the Guardian’s total digital audience.
Readers can access Guardian Australia content 24 hours a day via theguardian.com, both on desktop and mobile, follow @GuardianAus on Twitter and can also download the Guardian App for Android and the Guardian App for iOS which both have Australian edition options.
The fully digital campaign centres on the new Philips’ visual storytelling platform ‘innovation and you’ that features a wide range of the latest Philips innovations and showcases real-life stories from around the world behind each of them. 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 2 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 wellbeing and is transforming the way people experience lighting in 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. 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,” said Kevin Barrow, Managing Director of Philips Australia and New Zealand.
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.
“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,” said Richard Wergan, the company's EVP and global Head of Brand, Communications and Digital.
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.”
Credits:
Philips – Brand Design
Ogilvy – Creative Agency
Carat Sydney – Media Agency
OneVoice Australia/FleishmanHillard – PR Agency
Havas Media – Programmatics Agency
For further information, please contact:
Albertine Schor
Brand and Corporate Communications Manager
Philips Australia & New Zealand
M: 0427 915 643
E: albertine.schor@philips.com
About Royal Philips
Royal Philips (NYSE: PHG, AEX: PHIA) is a diversified health and well-being company, focused on improving people’s lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the Netherlands, Philips posted 2014 sales of EUR 21.4 billion and employs approximately 106,000 employees with sales and services in more than 100 countries. The company is a leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as male shaving and grooming and oral healthcare. News from Philips is located at www.philips.com/newscenter.
About Guardian News & Media
Guardian News & Media (GNM) publishes theguardian.com, the world's leading quality English language newspaper website (comScore, August 2015). Since launching its US and Australia digital editions in 2011 and 2013 respectively, traffic from outside of the UK now represents around two-thirds of the Guardian’s total digital audience.
Readers can access Guardian Australia content 24 hours a day via theguardian.com, both on desktop and mobile, follow @GuardianAus on Twitter and can also download the Guardian App for Android and the Guardian App for iOS which both have Australian edition options.