Having re-defined their global brand proposition – ‘Live With Philips Hue’ – we were invited to launch their new security product range. The introduction of security cameras, lights and app was their biggest in recent history, and the product type was new to the market.
The goal was to enable customers to feel secure and protected, while increasing market share and revenue, by building the global & local positioning, roll out, messaging and creative for all markets to utilise.
To do this, we first researched the audiences and their needs.
We used social listening to better understand category drivers, functional requirements, emotional needs, audience values, emotions and content preferences, to critically inform three detailed consumer decision journey maps.
We then built out the journeys for each market and key audience types – ‘Preventers’, ‘Connectors’, and ‘Controllers’ – from no awareness, through to awareness, consideration, purchase and advocacy. Each level gave clear brand, messaging and platform needs, as well as localised nuance on awareness and engagement styles… and critically, insights to inform the overall product positioning.
We identified that across all users, there was a desire for positivity, not scare tactics. For empowerment, not empathy. For simplicity, not tech jargon. That while they needed their own functional jobs ticked, it was only because they wanted to experience more and achieve emotional benefits.
So, we used these core insights to position our product through the platform ‘Bright Home Security’.
It allowed us to be known as the next generation of home security products in a more positive, inspiring way. We could use it to show the world that with Philips Hue and its smart products, you feel more secure, more connected and more in control – so you can live more freely.
We brought this positioning to life through the 360 campaign ‘This is life with Bright Home Security’.
We launched with films that featured a family leaving their house and living life to the fullest (hiking, bowling & mountain biking). During these fun moments, we showcased how ‘bright home security’ went into action, with key benefits linked to the unique and local users’ needs (like voice activation, alerts and camera check ins).
Beyond the hero film, we created thousands of content pieces, cut downs, site experiences and a messaging framework for each market to use in line with their consideration needs and barriers to purchase.
We mixed tutorials with engaging content and how-to’s with installation demonstrations to ensure each user could see their life with the product.
We produced lower funnel ads across social, digital and ODTV to prompt purchase, that were adapted based on local needs and trends, and localised the language with relevant messages for each market – and even provided a flexible design ecosystem that allowed them to produce even more content.
