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 approached 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.

Philips has a strong focus in product categories for women. The difference of its products relies on the search to deliver innovations that promote healthier lifestyles. Mother's Day is one of the most important dates sale-wise, and we wanted to leave a lasting impression on the public. The campaign was watched by millions of users who identified with our insightful and emotional message. The project received media coverage from 86 countries as UK, USA, Spain, Netherlands, Brazil, Mexico, France, Italy and every Latin American country, to name a few.

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 of 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 and their incredible lives, inviting others to join an ambitious and innovative project.

We got the support of many mothers, who were willing to help other moms by donating their most important feature: their energy. We strongly bonded with our public, exceeded our sales objective, while leaving a long-lasting impression in our public.

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

The social context regarding a woman’s role, 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, and all this is done while using their “super-power”: Multitasking. Only they can take care of their children, work, train, study, organize things at home, and take care of their bodies, all with the same energy.

With Philips, we decided to honor Moms in their day and at the same time, position ourselves as a brand that applies technology and innovation for families’ well-being, all this told through real human stories that would deeply connect with modern mothers.