Royal Philips Electronics is planning a major design and fashion-led campaign to support the launch of its new Aurea LCD television.
The strategy is part of a move by the company to move away from its traditional stance of focusing on the technical benefits of its products towards a lifestyle positioning.
The company plans to extend the approach across its consumer electronics business, although it will continue to use the “Sense and Simplicity” strapline.
Philips has created the campaign for TV by creating a series of partnerships with artists and designers famed for their use of colour and light. It aims to reinforce the use of Philips Ambilight technology that generates light effects around the TV that correspond to the content that is being shown.
Photographs for the print campaign have been taken by Vogue fashion photographer Vincent Peters using top model Rianne Ten Haken. The first version of the print ads will appear in September in upmarket magazines such as Wallpaper and Vogue.
The House of Lanvin fashion designer Alber Elbaz created dresses for the campaign and Parisian jewellery designer Lorenz Baumer designed pieces used in the photography.
In-store and online promotions will feature a film called Seduction by Light made by director Wong Kar Wai, who is also famed for his use of light.
The design-led campaign and the “soft, curved” finish of the Aurea is meant to appeal to a female market. Women are often the key decision makers when buying consumer electronics.
Philips is also exploring more upmarket distribution channels for the Aurea.
Earlier this year, the Dutch electrical company launched a joint venture with crystal fashion producer Swarovski to create wearable items, such as a heart-shaped memory-stick pendant. These will be showcased in Harrods later this year.