Seduction by Light was a marketing campaign produced by Tribal DDB Worldwide for the electronics giant Philips for a new consumer electronics product in 2007, the Aurea LCD screen.
In 2007, large LCD screens were a burgeoning technology, locked in a rivalry with Plasma screens. While LCDs were significantly more economical and energy-efficient, the challenge lay in enhancing the quality of their display to compete favorably.
Philips innovatively introduced Ambilight technology, employing it in their 40-inch LCD screen, Aurea. This cutting-edge tech offers a dynamic response to on-screen images in real time, fostering an immersive viewing experience that’s backed by solid evidence. Needless to say, this avant-garde experience was marketed at a premium price to cater to a discerning clientele.
What is Ambilight?
Ambilight, short for ‘ambient lighting’, is a proprietary technology developed by Philips for their high-end televisions. It extends the color and light beyond the screen, creating a captivating halo that immerses viewers in the on-screen action.
Philips’ Ambilight technology was a key component of the Aurea campaign. By enhancing the viewing experience and creating a more immersive environment, it played a significant role in the success of the campaign.
Masterfully Merging Technology and Art: The Unique Approach to Philips Aurea Campaign
The globally recognized agency, Tribal DDB Worldwide, primarily spearheaded by their teams in New York and Amsterdam, masterminded an innovative global launch campaign for Philips Aurea. Central to this campaign was a highly interactive microsite – a pioneering concept in itself at the time – that offered visitors a virtual, immersive journey to discover and understand the distinctiveness of the Aurea.
The core concept behind the Philips Aurea Campaign, titled ‘Seduction by Light’, was to highlight the unique selling point of the Philips Aurea television, which was its ability to project ambient light that matched the on-screen content. This was a revolutionary feature that aimed to create a more immersive viewing experience.
The campaign was designed to evoke a sense of enchantment and allure, hence the title ‘Seduction by Light’. It aimed to captivate potential customers by showcasing the television’s ability to transform an ordinary room into an extraordinary, vibrant space.
The creative strategy was to use the concept of light as a seductive force. The campaign used visually stunning imagery and narratives to demonstrate how the Aurea television could ‘seduce’ viewers into a more immersive and emotionally engaging viewing experience.
Moreover, the campaign was not just about selling a product, but about selling an experience. It aimed to convey the idea that owning a Philips Aurea television was not just about watching TV, but about experiencing a new way of viewing that was more immersive and emotionally engaging.
Overall, the Philips Aurea Campaign was a bold and innovative marketing strategy that used the power of storytelling and visually stunning imagery to showcase the unique features of the Aurea television and to create a strong emotional connection with potential customers.
Behind the Scenes: The Creative Journey of Philips Aurea Campaign
The microsite’s key highlight was indeed the mesmerizing art film titled “There’s Only One Sun,” a masterpiece curated by the acclaimed filmmaker Wong Kar-wai. Further adding to the site’s enchantment was the breathtaking photographic work of Vincent Peters. However, the creative team at Tribal DDB did not settle with just that, they decided to up their game by collaborating with the esteemed brand, Swarovski, thereby adding a touch of opulence to their branding philosophy.
Digital execution of this project was flawlessly carried out by Unit 9, a firm based in London. Interestingly, it was this London stint that paved the way for Mark Slater to become the preferred music composer for the campaign. What topped off this innovative campaign was the recording session, which was nestled in the prestigious Abbey Road Studios, and featured the talented members of the London Symphony Orchestra. This greatly enriched the overall quality of the campaign, elevating it to a whole new level.
There was a concept development for a non-linear symphony, where the melody would dynamically align with user activity on the website. Back in 2007, Flash was not adequately advanced to fully realize this ambitious vision, but it was the best technology of the time. Hence, the team at Unit 9 stretched this tool beyond its known limits to achieve their goal.
The campaign’s website received over 2 million visits within the first two months of its launch
Winning Over the Critics: Awards and Honors Seduction by Light Received
The Philips Aurea Campaign truly made a name for itself in the advertising world. Not only did it capture audiences worldwide, but it also garnered critical acclaim from multiple platforms. Let’s delve into the trophies and recognition this innovative campaign received.
From the moment it was launched, Philips Aurea Campaign managed to achieve numerous awards of significance. The incredibly ingenious concept, captivating visuals and pioneering technology it wielded proved to be a winning combination. It was proof that the boundary of innovation in advertising could still be pushed, even in a medium as old as television.
Some of these prestigious awards included the Eurobest Awards, the London International Awards, the Cannes Cyber Lions, and the Epica Awards. These esteemed awards honor the best in creativity, innovation, and impact in advertising across Europe and worldwide.
The campaign also won the Epica Awards in the category of Websites & Microsites in 2008
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