The company wants consumers to view lighting products “more emotionally”. It also wants to educate demonstrate how lighting can enhance mood and wellbeing, as well as interior design.
Philips says it is the first “big campaign” from a lighting manufacturer and adds that it was launched because the market has shifted from traditional bulbs to “lighting solutions and service extensions”.
The campaign consists of television, print and out of home activity. A digital hub, which will home a range of smart apps and videos of familes’ homes that have been made over with light, will also form part of the activity.
The campaign has been developed by creative agency Tribal DDB Amsterdam, in partnership with media agency Carat and the OneVoice PR network.
The shift in strategy comes days after Philips announced it is to cut about 4,500 jobs, as it looks to cut €800m (£699m) in costs after it posted an 85% decline in third quarter profit. Its lighting division’s operating profit almost halved to €110m (£96m) in the period.
Philips hived off its loss-making TV arm to Hong Kong technology manufacturer TPV earlier this year as the company struggled to maintain an impact against rivals such as Sony and Samsung.