Mothers are multitaskers. They take care of their family, work, train, study, and much more. So much energy can only originate from a mother’s love and passion. Our objective was to honor their energy.

First, we designed shoe insoles that collected the kinetic energy the moms generate with each step. To obtain the necessary energy we summoned a group of mothers who carry intense lives and provided them with our device. During all the activities, the kinetic energy was stored in batteries. Finally, we converted all that energy and reused it to help run a neonatal equipment.

Mothers responded to the call in social networks. There were social influencers, runners that participated in the marathon and many others who approached our points of sale to join the project. Through our app they could check the amount of energy being collected, and see where and when to change their batteries.

To honor mothers on their day, we designed a device that stored and measured their daily efforts. We created shoe insoles with portable batteries that stored kinetic energy produced by each mother’s footstep. We converted and amplified that energy voltage to run neonatal equipment at the Maternity Hospital Sardá in Argentina.

To obtain the necessary energy we summoned real mothers, involved mothers who run, influencers, and many others that approach Philips Points of Sale to get their shoe insoles to join the celebration.

Additionally, we developed an app that measures the efforts telling them how much energy they were collecting. During our marathon, the runners loaded the batteries during the run and returned the charged batteries at the end of the marathon.

The campaign exceeded the expectation and projected objectives. On October 15, 2017 Philips’ hashtag #EnergíaDeMadre became a Trending Topic in Argentina. We obtained 22.9 MM visits, an earned media of 214MM and sales increased in these categories: kitchen, beauty, ironing and cleaning by 71% vs previous year. Total investment: $ 47,000 USD.

The campaign was so successful that in 2018, “Energía de Madre” will be implemented by Philips in the whole region as a neonatal health program.