Philips: Breathless Choir

This case study explains how Philips, the electronics giant, promoted its SimplyGo oxygen device in the US by working with respiratory illness sufferers to create an inspiring short film which was distributed primarily through paid social media.

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....

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