Philips Lighting partners iris to set the mood

iris Singapaore and Philips Lighting have revealed Philips Lighting’s enhanced digital properties in support of the brand’s latest ‘Gift of Light’ campaign.

Partnering iris, Philips Lighting strategized to use digital platforms to inspire consumers to discover and buy Philips Lighting products during the gifting seasons and for special gifting occasions. Armed with the insight that light, like colour, can inspire and influence moods, iris worked to build distincttouch-points online where consumers could discover, share and create festive stories with Philips Lighting products.

With the increasing propensity for higher value gift-giving in the region amongst friends and family, the “Gift of Light” campaign is targeted at individuals between the ages of 25 to 45 years of age who are in search of household orlifestyle gifts during the festive periods. The digital properties designed for this campaign were built to allow consumers to see how light can transform spaces to reflect their mood.

On Pinterest, five mood boards – Relaxed, Celebratory, Productive, Passionate and Playful will serve to curate the images that best reflect each mood and feed that hunger for inspiration. Users will be able to share recommendations on Facebook and Twitter or repin the images on Pinterest. They can even link through to specific products that are able to create those moods and locate their nearest store for purchase. On the website users can pinpoint a specific mood they are trying to create and a Philips Lightboard will then be generated to assist consumers to find that perfect product that can match that mood.

“With this enhanced digital experience, we have adapted one of the most prevalent behaviours online – the sharing of personally relevant images across a growing platform like Pinterest to elevate and complement the in-store experience of gift-buying, allowing consumers to be inspired by Philips  Lighting’s diverse range of products during this festive period,” said Dawn Zhao, Senior Marketing Communications Manager, Philips Lighting.

The “Gift of Light” campaign was launched in Singapore in January and it will be extended to the rest of the Southeast Asia region. Although launched to coincide with the splendour of Chinese New Year in the coming month, the digital properties will also reflect the spirit of other culturally relevant holidays and gift-giving occasions over the next 11 months.