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气喘吁吁的合唱团
案例简介：简要解释 飞利浦已经从消费电子产品发展到高利润的健康科技产品和服务。但是消费者的看法并没有随着业务而改变。许多消费者认为飞利浦只是制造电视。飞利浦需要改变品牌认知。我们决定将注意力集中在飞利浦呼吸系统，这是一个商业集团，其便携式氧气浓缩器 (POC) 改变了呼吸困难患者的生活。飞利浦呼吸系统希望推广其 POC 设备。这些产品为呼吸系统疾病患者提供轻量级便携式产品的持续氧气供应。没有一个，病人必须连接到一个庞大的氧气罐上，这严重限制了他们的独立性。我们的目标是推动飞利浦品牌和飞利浦 POCs 的销售。鉴于 POCs 是处方药，我们的活动需要推动医院呼吸专家的 B2B 销售。我们的活动集中在为什么简单的 POCs 很重要，以及他们如何让呼吸困难的人生活得更好; 而不是他们有什么特征 (与竞争对手相比)。我们没有说 SimplyGo Mini 比以前的型号 (传统的分类方法) 更轻，而是庆祝它如何让那些呼吸急促的人恢复独立，让他们过上充实的生活。一个关于病人独立的情感、鼓舞人心和有意义的故事帮助我们实现了我们的目标。它给了 B2B 销售代表一个向临床医生销售 SimplyGo POCs 的故事。它提醒临床医生为什么他们首先加入了这个行业。它引起了呼吸社区的兴趣。在世界著名的唱诗班大师加雷斯 · 马龙和飞利浦 SimplyGo Mini 的帮助下，18 名患有呼吸疾病的人被教导做一些不可思议的事情: 学习唱歌。我们亲手挑选了已经有大量社交追随者 (以最大限度地扩大竞选覆盖面) 的合唱团成员，他们有一个梦想 -- 克服呼吸道疾病，再次唱歌。他们成了气喘吁吁的唱诗班。加雷斯 · 马龙为警察的每一次呼吸创造了一个定制的安排，专门为呼吸困难的人设计的。在五天的时间里，他们克服了困难，克服了恐惧，在世界上最具标志性的舞台之一: 纽约的阿波罗剧院表演。(也被称为 “梦想剧院”。) 气喘吁吁的合唱团的表演触动了数百万人的心。唱诗班引发了数百篇文章，赢得了 650,000,000 的媒体印象，导致销售收入增长 31 percent 个百分点，单位销售额增长 25 percent 个百分点 (与上一季度相比)。这使得 B2B 销售代表的净发起人得分提高了 11%。气喘吁吁的唱诗班创造了超越该类别的价值; Interbrand 的 2016 个全球品牌排名将该活动视为飞利浦从 47 名跃升的主要原因 (2015年活动前) 2016年全球第 41 个最有价值品牌。将飞利浦品牌价值提高 4% 至 11.3bn 美元这是该品牌历史上最高的。这不仅仅是为了达到销售目标，也是为了确保我们让人们生活得更好。
气喘吁吁的合唱团
案例简介：BriefExplanation Philips has evolved from consumer electronics to higher margin products and services in health-tech. But consumer perception hasn’t changed with the business. Many consumers think Philips just makes TVs. Philips needed to change brand perception. We decided to focus our attention on Philips Respironics, a business group whose Portable Oxygen Concentrators (POC) change the lives of people with breathing difficulties. Philips Respironics wanted to promote its POC devices. These products provide sufferers of respiratory illnesses with a constant supply of oxygen in a lightweight portable product. Without one, patients have to be attached to a bulky oxygen tank, severely limiting their independence. Our objective was to drive the Philips brand and sales of Philips POCs. Given POCs are prescription products, our campaign needed to drive B2B sales to respiratory specialists in hospitals. Our campaign focused on why SimplyGo POCs matter and how they make life better for people with breathing difficulties; not what features they have (versus the competition). Rather than say the SimplyGo Mini was lighter than previous models (the traditional category approach) we celebrated how it gives those short of breath their independence back so they live life to full. An emotional, inspirational and meaningful story about patient independence helped us meet our objectives. It gave B2B sales reps a story to sell SimplyGo POCs to clinicians. It reminded clinicians why they joined the industry in the first place. It created a groundswell of interest from the breathing community. With the help of world-renowned choirmaster Gareth Malone, and the Philips SimplyGo Mini, eighteen people with breathing conditions were taught to do something incredible: learn to sing. We hand picked choir members who already had large social followings (to maximize campaign reach) and who had a dream - to overcome their respiratory illnesses and sing again. They became The Breathless Choir. Gareth Malone created a custom arrangement of the Police’s Every Breath You Take, designed specifically for people with breathing difficulties. In five days they overcame their difficulties, conquered their fears and performed on one of the world’s most iconic stages: the Apollo Theater in New York City. (Also known as the “Theater of Dreams.”)The Breathless Choir’s performance touched the hearts of millions. The choir triggered hundreds of articles and earned 650,000,000 media impressions, resulting in a 31 percentage point increase in sales revenue and a 25 percentage point increase in unit sales (versus the previous quarter). It drove an 11% lift in Net Promoter Score among B2B sales reps. Breathless Choir generated value beyond the category; Interbrand’s 2016 Global Brand ranking recognised the campaign as the main reason Philips jumped from 47th (pre-campaign in 2015) to the 41st most valuable global brand in 2016. Increasing Philips brand value by 4% to $11.3Bn. The highest in the history of the brand. This was never just about meeting sales targets, it was also about ensuring we made peoples lives better.
Breathless Choir
案例简介：简要解释 飞利浦已经从消费电子产品发展到高利润的健康科技产品和服务。但是消费者的看法并没有随着业务而改变。许多消费者认为飞利浦只是制造电视。飞利浦需要改变品牌认知。我们决定将注意力集中在飞利浦呼吸系统，这是一个商业集团，其便携式氧气浓缩器 (POC) 改变了呼吸困难患者的生活。飞利浦呼吸系统希望推广其 POC 设备。这些产品为呼吸系统疾病患者提供轻量级便携式产品的持续氧气供应。没有一个，病人必须连接到一个庞大的氧气罐上，这严重限制了他们的独立性。我们的目标是推动飞利浦品牌和飞利浦 POCs 的销售。鉴于 POCs 是处方药，我们的活动需要推动医院呼吸专家的 B2B 销售。我们的活动集中在为什么简单的 POCs 很重要，以及他们如何让呼吸困难的人生活得更好; 而不是他们有什么特征 (与竞争对手相比)。我们没有说 SimplyGo Mini 比以前的型号 (传统的分类方法) 更轻，而是庆祝它如何让那些呼吸急促的人恢复独立，让他们过上充实的生活。一个关于病人独立的情感、鼓舞人心和有意义的故事帮助我们实现了我们的目标。它给了 B2B 销售代表一个向临床医生销售 SimplyGo POCs 的故事。它提醒临床医生为什么他们首先加入了这个行业。它引起了呼吸社区的兴趣。在世界著名的唱诗班大师加雷斯 · 马龙和飞利浦 SimplyGo Mini 的帮助下，18 名患有呼吸疾病的人被教导做一些不可思议的事情: 学习唱歌。我们亲手挑选了已经有大量社交追随者 (以最大限度地扩大竞选覆盖面) 的合唱团成员，他们有一个梦想 -- 克服呼吸道疾病，再次唱歌。他们成了气喘吁吁的唱诗班。加雷斯 · 马龙为警察的每一次呼吸创造了一个定制的安排，专门为呼吸困难的人设计的。在五天的时间里，他们克服了困难，克服了恐惧，在世界上最具标志性的舞台之一: 纽约的阿波罗剧院表演。(也被称为 “梦想剧院”。) 气喘吁吁的合唱团的表演触动了数百万人的心。唱诗班引发了数百篇文章，赢得了 650,000,000 的媒体印象，导致销售收入增长 31 percent 个百分点，单位销售额增长 25 percent 个百分点 (与上一季度相比)。这使得 B2B 销售代表的净发起人得分提高了 11%。气喘吁吁的唱诗班创造了超越该类别的价值; Interbrand 的 2016 个全球品牌排名将该活动视为飞利浦从 47 名跃升的主要原因 (2015年活动前) 2016年全球第 41 个最有价值品牌。将飞利浦品牌价值提高 4% 至 11.3bn 美元这是该品牌历史上最高的。这不仅仅是为了达到销售目标，也是为了确保我们让人们生活得更好。
Breathless Choir
案例简介：BriefExplanation Philips has evolved from consumer electronics to higher margin products and services in health-tech. But consumer perception hasn’t changed with the business. Many consumers think Philips just makes TVs. Philips needed to change brand perception. We decided to focus our attention on Philips Respironics, a business group whose Portable Oxygen Concentrators (POC) change the lives of people with breathing difficulties. Philips Respironics wanted to promote its POC devices. These products provide sufferers of respiratory illnesses with a constant supply of oxygen in a lightweight portable product. Without one, patients have to be attached to a bulky oxygen tank, severely limiting their independence. Our objective was to drive the Philips brand and sales of Philips POCs. Given POCs are prescription products, our campaign needed to drive B2B sales to respiratory specialists in hospitals. Our campaign focused on why SimplyGo POCs matter and how they make life better for people with breathing difficulties; not what features they have (versus the competition). Rather than say the SimplyGo Mini was lighter than previous models (the traditional category approach) we celebrated how it gives those short of breath their independence back so they live life to full. An emotional, inspirational and meaningful story about patient independence helped us meet our objectives. It gave B2B sales reps a story to sell SimplyGo POCs to clinicians. It reminded clinicians why they joined the industry in the first place. It created a groundswell of interest from the breathing community. With the help of world-renowned choirmaster Gareth Malone, and the Philips SimplyGo Mini, eighteen people with breathing conditions were taught to do something incredible: learn to sing. We hand picked choir members who already had large social followings (to maximize campaign reach) and who had a dream - to overcome their respiratory illnesses and sing again. They became The Breathless Choir. Gareth Malone created a custom arrangement of the Police’s Every Breath You Take, designed specifically for people with breathing difficulties. In five days they overcame their difficulties, conquered their fears and performed on one of the world’s most iconic stages: the Apollo Theater in New York City. (Also known as the “Theater of Dreams.”)The Breathless Choir’s performance touched the hearts of millions. The choir triggered hundreds of articles and earned 650,000,000 media impressions, resulting in a 31 percentage point increase in sales revenue and a 25 percentage point increase in unit sales (versus the previous quarter). It drove an 11% lift in Net Promoter Score among B2B sales reps. Breathless Choir generated value beyond the category; Interbrand’s 2016 Global Brand ranking recognised the campaign as the main reason Philips jumped from 47th (pre-campaign in 2015) to the 41st most valuable global brand in 2016. Increasing Philips brand value by 4% to $11.3Bn. The highest in the history of the brand. This was never just about meeting sales targets, it was also about ensuring we made peoples lives better.
气喘吁吁的合唱团
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Breathless Choir
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