Philips: The '+' Project by Philips in Asia Pacific

Frederick Tong

Campaign details

Brand owner: Philips
Agency: Tribal Worldwide Singapore, Fleishman-Hillard Singapore, and Carat Singapore
Brand: Philips
Country: Singapore

Executive summary

This case study shows how Philips embarked on the '+' Project, a year-long commitment to discovering health and wellbeing issues in Asia Pacific, in order to strengthen its brand. By solving consumers' problems in a collaborative and highly visible manner, Philips catapulted itself to the attention of business customers. It generated more than 1,000 ideas, 10,000 online conversations and 300,000 site visits from consumers and the general public. These paved the way for Philips to exceed year-on-year growth targets for brand familiarity, purchase intent and brand advocacy amongst business customers in two pilot markets.