Philips at virtual CES 2021
Agency: Philips (in-house)
Event Name: Philips at virtual CES 2021
Agency Website: www.philips.comglobal
CES is one of the largest consumer electronics shows of the year. Consumers and media come together to discover the latest innovations on the market, to touch, feel and demo the products, and to hear first-hand how the sector is evolving. Due to COVID, the 2021 live event was cancelled and a virtual version was confirmed in its place.
In a year where everyone in the world was now sitting behind computers, we knew that people were struggling with screen fatigue and therefore it was essential to create an experience that cut through all of the digital noise. We wanted to find a way to transform the traditional live touchpoints into an engaging virtual space to give visitors the same breadth and depth of content in an immersive, inviting environment. We wanted to achieve the same interactions, dwell times, and media coverage as with a live event and we wanted to create an experience that would differentiate Philips from our competitors and help us stand out from the crowd. This year, we knew it was more important than ever to create a narrative that was relatable, distinctive and memorable.
The Solution and Activation
So how did we approach our creative idea?
We knew that a traditional website wasn’t going to deliver a compelling experience so we wanted to try something far more innovative and something that had a realistic feel. By taking inspiration from the gaming and high-quality 360° architecture world we decided to create a real-life environment in a virtual platform. We developed a persona-based storytelling approach to educate, inform and inspire visitors. We put visitors at the heart of our stories and experience, by welcoming them as ‘returning friends’ to the neighborhood. This combined approach is what really made our solution so unique and stand out from the competition.
As the visitor first arrives in the experience, they are immediately immersed into surburban utopia. They see the backdrop of a beautiful neighbourhood and they are greeted by the first persona walking her dog, Maureen the friendly neighbor in-the-know . She says ‘Hey there! Welcome home! Did you have a nice trip?’ and invites them to drop in on the neighbors homes to ‘catch up’ with the other persona couples and hear their news. She explains how to navigate through the space and visit the neighbor’s houses by simply clicking the flashing hotpots or using the map.
What was unique?
Philips Healthy Neighbourhood stood out from the other 2000 exhibitors at CES 2021 for three key reasons: the 360° 3D environment, the persona storytelling and the content.
The neighbourhood is like a fantasy gaming world. Comprising of 3 beautiful and stylish main houses, a clean, modern innovation gallery, and a welcoming neighbourhood with soft wooden features and greenery. Visitors can easily explore around the neighbourhood and into each of the houses. There are clear navigation points and hotspots throughout allowing straightforward access to further information and supplementary videos.
The creative idea and activation in detail:
The stories feature 3 persona couples: the seniors, the expectant parents and the same sex couple, who all welcomed visitors into their homes. The personas talk openly and directly to the visitor about their health issues and how Philips products make their lives better. As a result visitors experience each story ‘first-hand’ and feel as though they’re immersed in the experience.
As the story is non-linear it can be enjoyed in any order and visitors can easily hop from home to home. For those who prefer to skip the storytelling experience there is an Innovation Gallery showcasing all the products and solutions in one place. In the Innovation Gallery visitors can find out more information on all the solutions featured across the neighbourhood.
Throughout the days of the show visitors could click to request a meeting or live demo at any time.
The event was a phenomenal success and exceeded expectations and KPIs.
Philips was voted third out of 2000 exhibitors by EXHIBITOR magazine, the leader in trade show and corporate event marketing education. They stated that the top 10 exhibits delivered exceptional activations and raised the bar on virtual exhibits to inspiring new levels.
Here are more key CES event results:
• Over 4200 unique visitors viewing over 33,960 different areas in our Healthy Neighborhood
• An average duration of 6 minutes, exceeding our goal for CES of 4.5 minutes
• An extremely high 90% video completion rate throughout the healthy neighborhood
• Over 500 original news articles, generating 24 million media impressions, more than 6 times our number of articles from 2020 and surpassing our number of impressions
• More than 4.1 million paid social impressions with over 10,000 clicks, exceeding our goal of 6,500 clicks, from Twitter, LinkedIn, and Facebook
• Over 11,400 organic impressions and 170 engagements, outperforming our goal of 50, via Twitter
• 18 meetings scheduled in Jifflenow for engagements with media personnel, potential partners, and product experts