Ogilvy & Mather has created a campaign for Royal Philips (NYSE:PHG, AEX: PHIA) to drive awareness of the brand’s personal health programs. The activity supports Philips’ shift from its traditional image as an electronics company, to its present day status as a health-tech organization that improves lives through technology.
Launching at Elvis Week in Memphis, Tennessee, the Philips ‘A little more action’ campaign tells the transformative story of Keith Hart, an amateur Elvis Tribute Artist who made a series of small lifestyle changes to fulfil his lifelong dream of performing for the first time on stage as his hero, Elvis Presley.
Keith’s journey follows his transformation from software tester to a performing tribute artist. After six weeks of monitoring his health via Philips personal health programs, which are designed to help consumers take control of their health and lifestyle choices, his health and stamina grew.
The film will be supported by additional online films and will be promoted through social media, Philips websites and PR running for four weeks and can be viewed globally.
Gerry Human, global executive creative director at Ogilvy & Mather said: “This is an uncompromising campaign, allowing Philips to highlight the very real increase of chronic and lifestyle-related diseases and how they’ve developed innovations to help guide people to make positive lifestyle choices. We wanted the brand to stand out and remain memorable by showing work that lies inside real-world conversations that their customers are having.”
Eva Barrett, global head of brand marketing at Philips said: “At Philips we believe there is always a way to make life better, and Keith’s story illustrates that perfectly. Small changes every day that are sustained over time are great ways for all of us to reach our health goals. Keith’s story is inspirational and helps to raise awareness that we all need to be more active and take control of our health.”
Philips personal health programs provide personal, tailored support to people taking steps towards healthier habits. Developed with leading medical experts and psychologists, the Philips personal health programs empower people to start measuring, keep monitoring and stay motivated to manage their personal health. The programs represent a new era in connected care for consumers, patients and health providers, as healthcare continues to move outside the hospital and into our homes and everyday lives. They are built on the Philips HealthSuite Digital Platform, an open and secure, cloud-based platform that collects and analyses health and other data from multiple devices and sources.