Mothers are multitaskers. They take care of their family, work, train, study, and more. So much energy can only come from real love and a mother’s passion. We wanted to pay tribute to that energy.

We designed shoe insoles that collected the kinetic energy moms generated with every step. To obtain the necessary energy, we summoned a group of mothers with active lives and provided them with our device. While they worked, trained and performed their usual daily tasks, their kinetic energy was stored in batteries. Finally, we converted all that energy and reused it to help a neonatal unit.

Mothers responded to the call in social networks. There were also social influencers runners that participated in the marathon and many others who approached our points of sale. Through our app, they could check the amount of energy that was being collected, along with finding POS to change batteries.

To honor mothers on their day, we designed a device that stored and measured their daily efforts. We created shoe insoles that stored kinetic energy as they walked. Inside the insole, there were electronic circuits composed of “piezoelectric discs”. Every time a step was made, it generated an electric charge and the “diode bridges” converted that energy into continuous charge. Through a cable that included a micro USB connector, the energy was stored inside a small battery placed outside the mothers’ shoes. All those charged batteries connected in a serial and parallel way to increase the voltage and amperage. This energy circuit made the neonatal equipment at the Maternity Hospital work.

Additionally, using pedometer technology we developed a mobile app that measured the amount of energy collected by each mom.

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.

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.

We’ve taken advantage of Philips global asset: Innovation. Therefore, we developed a device that collected mother’s kinetic energy. We also created an app making the brand’s concept “innovation and you” even more tangible.

We used technology to boost a current topic: how to empower women. Taking advantage of an emotional day such as Mother’s Day, we created a campaign to reflect the relevant role of women not only inside their families but in society as well.

Through this innovative campaign, an instant ‘lovemark’ was created in mothers and now it is being implemented as a regional program.

Before the project was launched it went through different development stages, in which we continued to research and improve the device. We also developed an app that measured the effort and the energy that was being collected.

June 10, 2017 - Research on the use of kinetic technology.

July15, 2017- Development of MVP.

July 25, 2017- 1st prototype development including piezoelectric connected in series and a general diode bridge

August 1, 2017 - 2nd prototype development including piezoelectric connected in parallel and a general diode bridge.

August 8, 2017 - PCBs production.

August 20, 2017 - Laser cut of rubber insoles.

August 30, 2017 - Final insole assembled.

September15, 2017 - Once the device was completed, we called up mothers to launch the “Energía de Madre” project.

Philips has a strong focus in product categories for women. The difference of its products depends 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.

Starting from the brand’s concept: “innovation & you”, we created a campaign with strong emotional content as tribute to mothers while fulfilling a greater objective: collecting their daily energy to donate it to the Maternity Hospital Sardá. This energy could then be reutilized by moms when they need it the most.