Regional – Philips Lighting has enhanced its digital properties to support the brand’s latest ‘Gift of Light’ campaign, appointing marketing agency iris for the task.
The brand hopes to build awareness of its products during the festive season and drive sales.
The ‘Gift of Light’ campaign is targeted at individuals between the ages of 25-45 who are in search of household or lifestyle gifts during the festive periods.
The campaign has been launched in Singapore with plans of subsequent rollouts to cover all of Southeast Asia. Launched to coincide with Chinese New Year in the coming month, it will also reflect the spirit of other culturally relevant holidays and gift-giving occasions over the next 11 months.
As part of the programme, iris has created various online touch-points where consumers can discover, share and create festive stories with Philips Lighting products.
On Pinterest, five mood boards – relaxed, celebratory, productive, passionate and playful are created to gather images that best reflect the mood. Users can also share recommendations on Facebook and Twitter or repin the images on Pinterest. They can also link through to specific products that capture their interest and locate their nearest store for purchase.
On the website, users can pinpoint a specific mood they are trying to create and a Philips Lightboard can then help consumers to find a product that best matches that mood.
“With this enhanced digital experience, we have adapted one of the most prevalent behaviours online – the sharing of personally relevant images across a growing platform like Pinterest to elevate and complement the in-store experience of gift-buying,” Dawn Zhao, senior marketing communications manager, Philips Lighting said.