ROMEO & JULIET IN A DIFFERENT LIGHT

TitleROMEO & JULIET IN A DIFFERENT LIGHT
BrandPHILIPS
Product / ServicePHILIPS HUE
CategoryA01. Fast Moving Consumer Goods
EntrantIRIS WORLDWIDE Singapore, SINGAPORE
Idea Creation IRIS WORLDWIDE Singapore, SINGAPORE
Media Placement HAVAS MEDIA SINGAPORE, SINGAPORE
PR IRIS WORLDWIDE Singapore, SINGAPORE
Production PHOTOPLAY Sydney, AUSTRALIA

Credits

Name Company Position
Ed Cheong iris Executive Creative Director
Shawn Foo iris Deputy Creative Director
Adam Yeo iris Deputy Creative Director
Mark Hadfield iris Regional Planning Director
Yanling Leow iris Planner
Stephen Moran iris Account Director
June Chow iris PR Director (SEA)

The Campaign

We devised a product demonstration like never before. Audiences were invited to a theatrical play they were all familiar with – Romeo and Juliet. What they didn’t know was that it was completely directed by Philips HUE lights. Improv actors were hired to play out the differentiated emotional tale as the lighting changed. What is even more compelling and surprising to the audience was that they were in full control of the lighting and hence, the way the play will evolve, right from the comfort of their seats. By utilising the famous tale of Romeo and Juliet, one whose emotional arcs we are all familiar with, we made the difference in moods as the lighting changes exciting, easy to understand and extremely memorable.

Creative Execution

At the introduction of the play, we surprised audiences with the fact that they could control the stage lighting, which were Philips Hue lights. Given the Philips Hue app at timed intervals, members of the audience could choose a Hue mood, which changed the set lighting in real-time, causing the improv actors to act accordingly. The stunt was performed several times with audiences over the course of 2 days. The experience was documented and featured online. To deliver the same engaging experience online, 3 alternate endings of the play were also presented – where viewers were prompted at the end of the video to choose a Hue mood, determining the finale and the very fate of Romeo & Juliet.

Describe the success of the promotion with both client and consumer including some quantifiable results

• 60% increase in sales. 22% uplift in sales as compared to the next best HUE campaign. • 72% out of all views completed the whole video. • 57% of those who have watched on FB clicked to the landing page. • Exceed click-through benchmarks by 413%. • 450% increase in unique visitors to the website with campaign contributing to 90% of the total website traffic. • Consumers spend 200% more time on our website

Explain why the method of promotion was most relevant to the product or service

Where regular communication channels have little impact in showcasing the capabilities of Philips Hue, we devised a product demonstration like never before. Staging a live theatrical play that allowed the audience to control the Philips Hue lighting system, was integral in promoting the experience and full potential of Hue Lighting. Post event, the digital activation that followed allowed online viewers to pick 3 different Hue lighting to unlock 3 alternative endings tailored for online viewers.

Early adopters of the 'Connected Home' were receptive to smart lighting and its breakthrough in technology when it launched. However, our wider audience, who were primarily energy-saving LED users, needed convincing that the higher-priced Hue lights would be beneficial to their lifestyle. The interactive live theatrical play allowed the audience to experience first-hand what light can do to change up ambience and moods. The unique experience was documented and amplified online. By adding our twist to the story of Romeo & Juliet that’s highly familiar in the social environment, we intrigued consumers to watch the video. Different cut downs also allowed us to be highly targeted in our media approach, reaching higher affinity audiences with specific interests in art, theatre, home and technology.

Links

Social Media URL