Advertiser: PhilipsAgency: Ogilvy & Mather, LondonCountry: United Kingdom, United States
Objectives
Philips is moving from consumer electronics to selling higher margin health-technology. But consumer perception hasn’t changed with the business. Many consumers think Philips just makes TVs. Philips wanted to change brand perception by becoming a global leader in health tech. Changing perception meant celebrating Philips health innovation in communications. To begin our journey, we chose to work with Philips Respironics, a business group who make respirators for people with breathing difficulties. This gave us an opportunity to not only build brand but drive business....