Philips Hue: Experiential Marketing Strategy in Australia
Technology Category
- Sensors - Optical Sensors
Applicable Functions
- Sales & Marketing
Use Cases
- Smart Lighting
Services
- System Integration
About The Customer
The customer in this case study is Philips, a multinational technology company that specializes in healthcare, lighting, and consumer well-being. One of their innovative products is Philips Hue, a connected lighting system for homes. This system is designed to offer a range of lighting options that can be controlled remotely and customized to create different moods and settings. Philips Hue was initially popular among early adopters and tech enthusiasts, but the company aimed to expand its reach to a wider audience in Australia.
The Challenge
Philips Hue, a connected lighting system for the home, had initially impressed early adopters and tech enthusiasts when it was launched in 2013. However, two years later, Philips faced the challenge of expanding its reach and connecting Hue to a broader audience in Australia. The company needed to demonstrate the extraordinary lighting capabilities of Philips Hue in a way that would appeal to a wider demographic. The challenge was to transform the perception of Philips Hue from a tech novelty to a practical, innovative, and interactive lighting solution for everyday use.
The Solution
To address this challenge, Philips Hue embarked on an experiential marketing strategy. They transformed a regular bus shelter in Newtown, one of Sydney’s most vibrant and cultural suburbs, into a unique, dynamic, interactive light and sound installation. This installation was equipped with an interactive panel display that allowed visitors to choose from a selection of Sydney-inspired musical genres. As the music played, the Philips Hue lighting system would sync with the entertainment to create different ambient environments, showcasing some of the product’s most innovative features. This strategy, dubbed #HueTown, allowed Philips to replicate the Philips Hue experience for users in a fun and interactive way, thereby demonstrating its practicality and versatility.
Operational Impact
Quantitative Benefit
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