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’.

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.

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

We needed to convince Australians to try a new type of light bulb – the Philips HUE. A new connected lighting system that can alter the mood of a room at the touch of an app. It’s difficult to convey the feeling of warm lighting through traditional media alone, so we created a unique environment to demonstrate the power of lighting. We created the Philips Unhaunting. A light makeover with a difference. An experiment to turn a reputed haunted house into a media moment to talk about light bulbs, resulting in a 27% increase in sales and mass TV coverage.

We had two target audiences; families and young professionals.

Our planning identified the five most influential titles for each of these audiences and individual media packages were created for these titles. All were provided the content proving the impact lighting can have on your home.

We challenged some brave media to come and see the transformation for themselves – knowing they would be entering ‘The Demon Room’ at their own risk.

They all survived. And some even said they’d like to spend the night as it looked beautiful and had a great atmosphere, thanks to Philips Lighting.

We strategically timed the campaign to launch on Halloween, targeting long-lead media and pitching in news exclusives in the weeks prior to launch to ensure coverage landed during this period.

Philips Lighting was launching a new innovation to the brand’s connected lighting range, Hue White Ambiance.

While the range allows people to dramatically transform and personalise their home, most can’t visualise the potential that light can have in changing the look and feel of a room. Or in fact, even care about lighting.

We needed to educate consumers that the right light can make a difference to the mood of your home and improve sleep and concentration levels. We were given the challenge of securing TV, news and lifestyle media but most importantly increasing sales of Philips Lighting Hue White Ambiance by 10%.