SILVER: Philips

Client: Philips
Submitted By: CNN International
Campaign Title: Philips Livable Cities Award

The Challenge:
The Philips Livable Cities Award is a global initiative designed to generate practical, achievable ideas for improving the health and well-being of people living in cities.

Individuals and community or non-governmental organizations and businesses were asked to submit their ideas for “simple solutions” that improve people’s health and well-being in a city. The entry deadline was October 28, 2010, with the winners being announced around World Health Day in April 2011. To help translate these ideas into reality, three award grants will be awarded in order to see the idea turn into reality.

CNN’s task was to fundamentally change perceptions of Philips from a consumer electronics provider to a leader in health and well-being by developing deeper engagement with the target audience and aligning with content that supports the Livable Cities project.

Digital Strategy:
The Philips Livable Cities Award campaign is representative of the level of engagement and integration a media owner can offer to support a brand strategy. The multi touch-point concept, comprising on air, online and events, enables Philips to reach key elements of their audience to showcase thought leadership beyond traditional advertising methods. This project was a true exercise in collaboration.

In the online space, CNN’s editorial and commercial teams worked together to devise the advertisement feature section. This online portion allowed Philips to have complete content control while it resided within the CNN domain to benefit from CNN’s sizeable web traffic. This section uniquely combines CNN sponsored content alongside Philips commercial content in a credible and flexible environment.

The online hub; www.cnn.com/livablecities, incorporates the Philips Livable Cities Award Twitter feed and allows for users to share stories on up to 287 social media platforms. In addition, Philips sponsored CNN’s ‘Urban Planet’ initiative on air and online which enabled them to reach millions of users globally.

Results:
The traffic details for the campaign to date show high audience engagement, with both editorial and advertorial online hubs receiving a high number of page views, as well as key audience engagement across social media platforms via the Twitter feed and CNN ‘Facebook Connect’ partnership.