Royal Philips Electronics campaigns to be associated with health and well-being

Philips wants to engage everyone in Singapore through an online platform to gather information on people’s health and their concerns. The platform will allow people to vote and rank five concrete ideas from Philips that are likely to improve their lives. Out of these, one idea will be picked through public voting and Philips will invest US$50,000 in developing the project. 

 

“We’re still very much known as a consumer electronics company, and we had to show that Philips had changed,” said Arent Jan Hesselink, a marketing representative at the company. 

 

Royal Philips is going to great lengths to change consumers’ perception of its business because today, roughly 70 per cent of the company’s revenues come from its B2B businesses, which include health and lighting products, making it the largest revenue avenue for the company. 

 

Hesselink clarifies that the ‘+project’ is not a corporate social responsibility campaign: “It is aimed at driving the Philips brand.”

 

The company is planning to launch a similar campaign in Korea. 

 

Insights from consumers in Indonesia revealed that school children weren’t getting healthy meals. Philips then invested funds in launching ‘Chef at school’, a program where established chefs worked with school authorities to provide healthier and safer food to school children. 

 

“We believe that to fundamentally improve the quality of people’s lives, we need to first listen to the challenges people face," said Harjit Gill, CEP of Philips ASEAN & Pacific and Chairman of Philips Singapore. "And then team up with community and stakeholders to bring to the market meaningful solutions.” 

 

Previously, Philips worked with media agency Carat to develop simplicity in China’s health system. Philips came out with something called ‘Create Time’ where patients could enter their phone numbers to track their appointments and receive an alert when their turn came up.