The mini-film – which was created by Ogilvy & Mather and will run for two weeks online, with significant social media activity underpinning the campaign – brings together eighteen strangers from New York, who all suffer from respiratory illnesses such as cystic fibrosis and chronic asthma.
Philips shows each being taught how to sing by celebrity choirmaster Gareth Malone as it promotes the brand’s portable oxygen concentrator (POC) product Simply Go Mini.
Eva Barrett, global head of brand marketing communications at Philips, told Marketing Week: “We’ve been in health care for over 100 years but unfortunately most people don’t realise that so we feel there is a fundamental need to change our brand’s perception.
Philips has licensed out its TV and audio business, and is now focused primarily on its b2b solutions such as providing products and training to the health care sector.
Barrett adds: “We’re the global leader in respiratory solutions but people are not always aware of that. This isn’t just about making an emotional connection with consumers but also opening their eyes a little.”
Changing perceptions of the Philips brand
The Dutch tech giant made the decision to change its brand positioning back in November 2013 as it pushed the ‘Innovation and You’ strategy, which included ads that talked up how Philips is making a difference to people’s health globally.
As part of ‘Innovation and You’ Philips has produced 50 films – including one shot in Uganda, which shows how its portable ultrasound products reduce infant mortality – exactly for this purpose. Furthermore, it has also unveiled a company pledge to improve the lives of three billion people a year by 2025.
But despite this switch in marketing, Barrett admits that Philips still has a long way to go.
“It will take time to fully change people’s perceptions away from the image of Philips being all about, say, TVs,” she admits.
“But since we re-launched the brand campaign in 2013, across 20 markets we have seen an impact on brand awareness and an increase in consumer’s association of Philips with innovation.
“More brands need to be honest and have a clear sense of purpose; that’s what we strive for.”