Cannes Lions

The Unhaunting

TBWA\SYDNEY, Sydney / PHILIPS / 2018

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Overview

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Credits

Overview

Description

We set out to prove the right light can transform the ambiance and mood of ANY home, even the most haunted. We set about designing a light makeover with a difference.

In the scariest of experiments, we used Philips Hue to transform Australia’s reputed most haunted dwelling, the Manly Quarantine Station, into a warm and inviting space.

Before the renovation, a paranormal expert visited the site and confirmed it was one of the most actively haunted sites in the country.

We then invited an unsuspecting couple to spend the night, with the gruesome details of the home’s past left out. The couple enjoyed a romantic night away, eating dinner and loving the atmosphere.

They were none the wiser they were spending the night in what paranormal experts had referred to the night before as ‘The Demon Room’.

Execution

We captured on camera the couple’s stay so we could share with media and on social.

They were genuinely shocked when the truth was revealed they’d been staying in a haunted house. They couldn’t believe the difference Philips Hue and light can have on a space and our mood.

Their stunned faces and words told Australia the benefits of great light in the home better than anything scripted.

Packaging our consumer research and hero content with interview opportunities with our phobia expert and lighting spokesperson, we created tailored pitches for national and metro news, TV, radio, consumer lifestyle press.

Working with our design influencer, we placed features with homes and interiors media talking the top lighting trends and ways to transform the home with light.

A product seeding strategy to top tier tech and lifestyle media gave the campaign longevity over four months, with media trialling the product for themselves.

Outcome

Proving the right light can transform the ambiance and mood of any home, even a haunted one:

• Sales increase of 27%

• 521,835 video views

• The video click rate (VCR) was over 20% more than the average benchmark

• Over 300 pieces of coverage with a reach of over 48m, all showing the impact of lighting on the home

• Nearly eight minutes of TV coverage, including Sunrise, Today Show and The Project

• Nearly 150K views of the video

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