The Brief
Create a tailored Shopper Marketing tool package for all consumer and trade lighting channels in Asia based on Global creative guidelines created by Vivid.
The Strategy
Study the dynamics of the retail channels in Asia to identify the specific touchpoint and communication requirements to effectively interrupt and engage Shoppers. Modify the Global creative to apply to the category segmentation in the Asian market and appeal to the Shopper’s needs and aspirations.
The Idea
The Core Creative Idea “See what light can do” is applied to lifestyles and aspirations in the Asian market to connect with Shoppers and provide a positive message for the lighting category, and the Philips brand.
Results
A comprehensive tools package and guidelines for implementation by local markets, facilitating a consistent look and feel for Philips Lighting across the Asia Pacific Region.
