Iris Case Studies Philips Hue: Experiential Marketing Strategy in Australia

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	Philips Hue: Experiential Marketing Strategy in Australia Iris

Philips Hue: Experiential Marketing Strategy in Australia

Iris

Technology Category	Sensors - Optical Sensors
Applicable Functions	Sales & Marketing
Use Cases	Smart Lighting
Services	System Integration
Challenge	Philips Hue, a connected lighting system for the home, had initially impressed early adopters and tech enthusiasts when it was launched in 2013. However, two years later, Philips faced the challenge of expanding its reach and connecting Hue to a broader audience in Australia. The company needed to demonstrate the extraordinary lighting capabilities of Philips Hue in a way that would appeal to a wider demographic. The challenge was to transform the perception of Philips Hue from a tech novelty to a practical, innovative, and interactive lighting solution for everyday use. Read More
About Customer	The customer in this case study is Philips, a multinational technology company that specializes in healthcare, lighting, and consumer well-being. One of their innovative products is Philips Hue, a connected lighting system for homes. This system is designed to offer a range of lighting options that can be controlled remotely and customized to create different moods and settings. Philips Hue was initially popular among early adopters and tech enthusiasts, but the company aimed to expand its reach to a wider audience in Australia. Read More
Solution	To address this challenge, Philips Hue embarked on an experiential marketing strategy. They transformed a regular bus shelter in Newtown, one of Sydney’s most vibrant and cultural suburbs, into a unique, dynamic, interactive light and sound installation. This installation was equipped with an interactive panel display that allowed visitors to choose from a selection of Sydney-inspired musical genres. As the music played, the Philips Hue lighting system would sync with the entertainment to create different ambient environments, showcasing some of the product’s most innovative features. This strategy, dubbed #HueTown, allowed Philips to replicate the Philips Hue experience for users in a fun and interactive way, thereby demonstrating its practicality and versatility. Read More Log in to view content
Contents

Technology Category

Sensors - Optical Sensors

Applicable Functions

Sales & Marketing

Use Cases

Smart Lighting

Services

System Integration

Challenge

Philips Hue, a connected lighting system for the home, had initially impressed early adopters and tech enthusiasts when it was launched in 2013. However, two years later, Philips faced the challenge of expanding its reach and connecting Hue to a broader audience in Australia. The company needed to demonstrate the extraordinary lighting capabilities of Philips Hue in a way that would appeal to a wider demographic. The challenge was to transform the perception of Philips Hue from a tech novelty to a practical, innovative, and interactive lighting solution for everyday use.

About Customer

The customer in this case study is Philips, a multinational technology company that specializes in healthcare, lighting, and consumer well-being. One of their innovative products is Philips Hue, a connected lighting system for homes. This system is designed to offer a range of lighting options that can be controlled remotely and customized to create different moods and settings. Philips Hue was initially popular among early adopters and tech enthusiasts, but the company aimed to expand its reach to a wider audience in Australia.

Solution

To address this challenge, Philips Hue embarked on an experiential marketing strategy. They transformed a regular bus shelter in Newtown, one of Sydney’s most vibrant and cultural suburbs, into a unique, dynamic, interactive light and sound installation. This installation was equipped with an interactive panel display that allowed visitors to choose from a selection of Sydney-inspired musical genres. As the music played, the Philips Hue lighting system would sync with the entertainment to create different ambient environments, showcasing some of the product’s most innovative features. This strategy, dubbed #HueTown, allowed Philips to replicate the Philips Hue experience for users in a fun and interactive way, thereby demonstrating its practicality and versatility.

Impact #1	The experiential marketing strategy adopted by Philips Hue proved to be highly successful. By transforming a mundane bus shelter into an interactive light and sound installation, Philips was able to engage with a wider audience and showcase the innovative features of the Hue lighting system. The interactive nature of the installation allowed visitors to experience firsthand the versatility and practicality of the product, thereby enhancing its appeal. The strategy also generated significant buzz, as evidenced by the millions of impressions and thousands of engagements it achieved in just two weeks. Furthermore, the campaign's success was recognized by the Outdoor Media Association, further enhancing Philips Hue's reputation as an innovative and interactive lighting solution.

Impact #1

The experiential marketing strategy adopted by Philips Hue proved to be highly successful. By transforming a mundane bus shelter into an interactive light and sound installation, Philips was able to engage with a wider audience and showcase the innovative features of the Hue lighting system. The interactive nature of the installation allowed visitors to experience firsthand the versatility and practicality of the product, thereby enhancing its appeal. The strategy also generated significant buzz, as evidenced by the millions of impressions and thousands of engagements it achieved in just two weeks. Furthermore, the campaign's success was recognized by the Outdoor Media Association, further enhancing Philips Hue's reputation as an innovative and interactive lighting solution.

Benefit #1	Generated over 4 million impressions in 2 weeks
Benefit #2	Achieved over 30,000 engagements in 2 weeks
Benefit #3	Won the special build category at the Outdoor Media Association

Benefit #1

Generated over 4 million impressions in 2 weeks

Benefit #2

Achieved over 30,000 engagements in 2 weeks

Benefit #3

Won the special build category at the Outdoor Media Association

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Overview

Philips Hue: Experiential Marketing Strategy in Australia

Operational Impact

Quantitative Benefit