Royal Philips Creates Buzz with 20-Foot Floating Box - Event Marketer

Royal Philips Creates Buzz with 20-Foot Floating Box

DB_Gold_Royal Phillips_2005 Ex
Brand: ROYAL PHILIPS ELECTRONICS
Agency: EXHIBITS INTERNATIONAL
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (B-TO-B)
Year: 2005

Royal Philips Electronics launched its $100 million Sense and Simplicity global advertising campaign with a big blue box and a big white room.

Looking to capture media coverage—and the attention of communication-industry VIPs—Philips started generating buzz three days before the campaign was announced, setting afloat a 20-foot tall box on the canals of Amsterdam. The box was a play on the brand’s new messaging: “Technology should be as simple as the box it comes in.” On launch day, company execs unveiled the campaign from the top of the floating box, as media covered the event from shore.

The press conference that followed was held in a white room—another reference to the “simplicity” theme—featuring custom white furniture. Later that night, the room was transformed into a trendy lounge, where guests enjoyed dinner and live music. All of the events were webcast live to Philips employees around the world. And the ultra-hip after-party drew a better-than-expected 500 guests.

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