The Campaign

Lightning has always provided a pivotal role for stage performers - setting the mood and having a great deal of control over the emotions of the audience. But what it were the reverse? For the first time ever, we allow the audience to control the actors instead Philips Hue via an inter-reactive play where the mood and scenes are determined by a live audience. 47 Philips Hue lights were used in the set design, and along with the Hue App, lighting controls for the genre of romance, drama and thrill were handed over to the audience. The collaboration between iris Singapore, director Jasmin Tarasin, talented cast of improv actors, and the audience created a modern adaptation of the Shakespearean classic Romeo & Juliet in a whole different light. As the improv actors reacted according to the moods created, the audience was even able to pick an alternate ending.

Creative Execution

On September 23rd 2016 the live theatre event took place in a studio setting in Marrickville Sydney. Music and sound design, lighting design, stage production design and consultation with a film director was part of the planning process in the lead up to the event. Audience participants were invited from a mix of existing Philips consumers, potential new consumers and theatre / live event appreciators. On the day of the event, a case study film was shot along with a 20min full length version to be housed on social media and a microsite. Two alternate endings were also filmed for online viewers to choose their HUE and experience the play themselves.

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

A microsite was set up to house the videos of the live event and also to invite at home audiences to also take part in choosing their own HUE. The traffic to the microsite was mainly driven by social media with prompts on Facebook generating over 10,000 views. Consumer awareness of the Hue products was increased as seen in positive feedback and questions on social posts in response to the online video. Editorial of the world first inter-reactive play covered in multiple marketing, advertising, film, lighting and technology magazines and platforms. There was also an increase in downloads of the Philips Hue app which was required to control the lighting of the inter-reactive play on site and use at home.

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

This activation event is relevant for Promo & Activation Lions as it was created to bring to life the proposition 'turn on living' to a wider consumer audience via a world first inter-reactive play directed by Hue lighting. It was designed to let the consumer experience how light can not only transform a space, but to invite them to interact firsthand with Philips Hue like never before showcasing how different hues can bring out the emotions within us.

The action centers on a living room space on stage where actors kick off the first scene based on the script. The rest of the scenes that unfold are determined by the live audience. The audience was made up of a mix of consumers of Philips hue, potential new consumers, theatre and live event participants. Every few minutes, a member of the audience is randomly selected to decide the next choice of stage light. From an interface devised for this show, the person can select from a list of preprogrammed hues. The stage and set lights change in real time – and acts as cue for the actors to react and improvise their dialogue and actions accordingly.