Mothers are multitaskers. They take care of their family, work, train, study, and much more. So much energy can only originate from 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 with intense lives and provided them with our device. During all their 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. We had social influencers, runners that participated in the marathon and many other mothers who approached our points of sale to join the project. Through our app they could all check the amount of energy that was being accumulated and to find a place to change 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 who approached Philips’ Points of Sale to get their shoe insoles to join the project.

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.

Philips joins a current topic of conversation: empowerment of women. Taking advantage of an emotional date, Mother's Day, we created a campaign to highlight the fundamental role of women in society.

We created a device capable of collecting kinetic energy that women generate doing their multiple daily tasks. This energy was reused to help other mothers that needed it most, the ones with babies in a neonatology ward. We got them involved via invites through social networks and POS. We took the campaign out of the traditional media channels and went directly to mothers to tell this story through them.

Even though there’s more consciousness regarding the role of women, they still fight to receive support and the recognition they deserve. This situation, is even more prevalent among mothers. Although, we read stories about successful women, such as travelers and entrepreneurs, the reality is that we can find those “mighty” women everywhere and not only in articles.

Mother’s Day is the date when everyone becomes conscious of the importance of women. A few months before this date, we set a communication strategy in which Philips launched a campaign telling real stories of moms with incredible lives, inviting others to join an ambitious and innovative project.

We made them identify with the message and got many, many mothers to help others by donating their energy. We created a strong connection with our public, exceeded sales objectives and left a lasting impression in several lives.

We were challenged to develop an innovative campaign that strengthened brand awareness and generated a strong bond with an important demographic among their consumers: Mothers.

The social context regarding a woman’s role, such as what to expect from her and how she is treated is in full revolution again. However, women still struggle daily to maintain the balance between family responsibility and their personal development, all while using their “super-power”: Multitasking. Only they can take care of their children, work outside the house, train, study, organize things at home, and take care of their bodies, all with the same energy.

With Philips, we decided to honor moms on their day and at the same time, position ourselves as a brand that applies technology and innovation to family well-being. This was achieved through real human stories that would deeply connect with modern mothers.