Award win for our Times Square Ball campaign for Philips Lighting
We are thrilled to have won a PR News Platinum Award for Satellite Media Tours for our Times Square Ball campaign for Philips Lighting.
Our award-winning campaign was an opportunity to create brand awareness across all platforms (experiential, print, digital and broadcast) that associated Philips Lighting with the centerpiece of attention around New Year’s Eve: the Times Square Ball. We focused on the milestone of LEDs lighting the Times Square ball for 10 years and conducted a broadcast and digital media tour. A ball test press conference and exclusive lighting of the ball with CNN International from the top of One Times Square promoted Philips Lighting as the global leader in lighting.
Conversations were around LED and connected home lighting as well as around professional lighting systems and services, amongst the broadest audiences (B2C and B2B). The team also capitalized on a partnership with Countdown Entertainment and Times Square Alliance, using our nearly month-long calendar of New Year’s Eve activity to further amplify Philips Lighting’s key messages and increase share of voice.
The campaign was the perfect opportunity to engage with customers, partners and employees to elevate their excitement around and pride in the company.
The initiative also engaged with audiences—from consumers to employees—across a variety of digital formats, including a Snapchat filter and Facebook Live broadcast from the ball test press conference. It also drove traffic to a landing page and a third-party app from Hue Fireworks.
When all was said and done, the effort achieved media coverage across international, national and major regional and local markets. Nearly 3,500 placements generated about 400 million impressions.
Congratulations to everyone involved!