Philips Hue 2018 campaign videos highlighted the benefits of smart lighting with new audiences. We explored audiences whose knowledge of smart lighting was minimal, and we built on the awareness campaign launched a year before with the goal of generating awareness about smart lighting. With these videos we addressed the need to inform about product benefits in the explorative phase of the consumer decision journey.
For this, we edited longer videos to explain the propositions showing different benefits combined, to be published on landing pages that were tailor-made to provide further product details.
For digital advertisement, we created different edited versions to target (and retarget) users with specific smart lighting needs.
These short videos were the triggers to engage with the user, and motivate them to gather more information available on the proposition landing pages.
