Philips hue digital campaign latam

Enrique Colin Digital Marketing LATAM June 2017

1

Insights

Consumer Dilemma on lighting today FACT: Light is a fundamental part of our life, there’s no life without light.

The meaning of light is very personal, yet light is a low engagement product, people merely perceive the value of the light, associating it to illumination (on / off).

This because the industry focused on communicating the possibilities and technology of light, instead of the meaning of light and what light can do for people’s lives.

2

Insights

Our journey started with a question!

We can connect light to the internet‌ but why would we?

3

Vision We want improve people’s lives with Lighting that goes beyond illumination.

Light has the power to set the mood for every moment, let you wind down or energize for the day ahead.

It can make you feel safe or trigger your imagination once you start exploring its endless possibilities.

After all, the richness of lighting is as magical as real life once you turn it on and start living.

4

Mision

#1 brand that offers the best personal lighting experience in every (connected) home 5

Insights – Smart Home

Lighting: One of the most important element in smart home. But has to be a PERSONAL experience

Why is so important? ďƒ thousands of different anwsers 6

Philips Hue Ecosystme

Comfort and Security Hue White

Use cases

Moments of Wellbeing Hue White Ambiance

• Light schedules for automation

• Natural wake up and go to sleep

• Comfort, installation-free dimming

• Create your ambiance

• Away-from-home control

• Relax, read, concentrate and

• Smart control

energize with light recipes

• Create your ambiance with any

white and 16M colors

Consumer benefits • Products optimized for use

cases offered

• Sync with music and movies for

immersive entertainment

• Integration with partners

Proposition partners

to enhance experience • Smart Home platform

Partner platforms

7

Hue White and Color Ambiance

• New use cases and controls

Top Apps

3rd party devices

Imagination

independent

Friends of Hue

• Ability to add products

based on required specs.

Light points & controls portfolio

An expanding family of products Imagination Hue white & color A19

BR30

GU10

GO

A19

BR30

GU10 P-fit

Downlighter

Bloom

Lightstrips

Beyond

moments Hue white ambiance Phoenix

Peace of mind Hue white A19

components Cross proposition

app 8

Voice

wearables

Tap switch

dimmer switch

sensor

THE CAMPAIGN…

9

What is this about?

Guiding concept: LIGHT YOUR HOME SMARTER Creativity: We will use the most reelevant and high ranking claims from turn on living campaign and mixe it with new “smart-claims” and imagery form the new reatail assets.

Objective: Boost awareness repositioning the Hue available products (HUE WCA) We want to focus on the smart home functionalities, let people known our product and drive buy conversions to our main eTailers • Increase in traffic on local website meethue.com • Increase in Online sales

10

Target NON HUE CONSUMERS

Product: Starter Kit Call: Basic Smart home claims (turn on living claims)

Principal media: • SEA • Display

11

HUE CONSUMERS

Product: Aditional Lamps, LightStrips, Go, controls Call: IoT integration principal claims Principal media: • Newsletter (Hue bridge users) • Social Media • Display re-targeting • New Media (Twitch?)

Strategy and Tactics

• • •

Drumbeat

Tentpole

Epic

Continuous and sustained activity throughout the year through:

Specific activities based on temporalities:

Additional aggressive tactics related to special campaigns and timing

SEA AO - Always On Investment in Google, Specific Keywords.

RRSS - Serial content with campaign claims Ecommerce - FACEBOOK SHOP

• • • •

12

SEA Plus - Additional investment focused on the theme of temporality RRSS AD - Investment on special formats with campaign claims Display - Banners in sites of interest to the target and directing to the landing or site.

Ecommerce - Digital media content of TOP Etailers (ToolKit)

• • • •

Display Re-Targeting - banners deployed towards consumers interested in products New Media - Advertising investment focused on purchase conversion (Spotify, Mobile Games, Apps, Paid Bloggs) PR - Leaders of opinion (Influencers) for viralization of campaigns Ecommerce Plus- Special Deals for eTailers

Campaign flight August

September

October

TENTPOLE – 2/4 wks EPIC – 1 wks

Nobember DRUMBEAT

TENTPOLE – 4/6 wks

December

2018 - January TENTPOLE – 2 wks

EPIC – 2/3 wks

EPIC – 1/ 2 wks

Light your home smarter Global Campaign 2017 Hue Repositioning Hue new products

Guiding concept Product focus Seasonality 13

Cyber-November Gifting Seasson

Market support In order to achieve the best results and ensure a perfect campaign sync with the markets we need you to help us on…

Product Managers

Channel Marketing

Marcom

14

• Provide clear and most accurate information about next product launches • Help ensure actual product availability with eTailers

• Ensure all new and actual products are available on eTailer online store • Help set new special deals with top eTailers

• Work with digital team on campaign content for perfect localization • Provide product market assets and help ensure eTailers toolkit implementation

15