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Breathless Choir

basics
Industry: Electronics & Audio-Visual
Media:Cyber
Market:United Kingdom
Style: Minimalism
descriptioncnen
Campaign Description
To demonstrate that Philips is an organisation dedicated to improving people’s lives, we set out to create an online campaign that would change the lives of a group of people with one thing in common: every breath is a battle. With the help of world-renowned choirmaster Gareth Malone and the Philips SimplyGo Mini Oxygen Concentrator, eighteen people with breathing conditions were taught to do something incredible: learn to sing. 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 were ready to perform on one of the world’s most iconic stages: the Apollo Theater in New York City. The Breathless Choir triumphed in a performance that brought the audience to tears and touched the hearts of millions online.
Strategy
This campaign had a unique challenge. It needed to appeal to three different but equally important audiences: healthcare professionals, medical decision makers and the general public. To accomplish this we micro-targeted each audience with bespoke content and created custom stories for each social media platform. Healthcare audiences were targeted with posts on LinkedIn that told the story with a focus on innovation and healthcare expertise, while the general public was targeted on Facebook, Twitter and YouTube with highly emotional content about the triumph of the choir. This approach was designed to maximise engagement and encourage sharing across our three disparate audiences. Gareth Malone’s popularity was also key to the campaign’s success. His reputation gave the story credibility and drove media interest. He also shared the Breathless Choir’s on his social media channels and his fan-base drove interest in the choir’s story.
Execution
The campaign launched on World COPD (Chronic Obstructive Pulmonary Disease) Day with custom content designed for each social media platform. Medical professional and healthcare decision maker were targeted with trade-specific content on LinkedIn and Facebook, while the general public was delivered highly emotional content on YouTube, Twitter and Facebook. A strategic flow of social media communications followed, with each audience being retargeted with aspects of the story that were most relevant to them.This micro-targeted method of communication led to over 15 million views across platforms with many people watching a further 17 minutes of online content. The social media strategy also triggered an outpouring of responses from the public on Twitter, YouTube and Facebook along with expressions of support from major medical organisations like the American Lung Association and the Lancet Medical Journal.
Synopsis
For decades, Philips has been famous for making consumer electronics, but they want the world to know that they also create healthcare technology that improves people’s lives. The brief was to spread this message to three separate but equally important audiences: healthcare professionals, medical decision-makers and the general public. Success meant that professionals and the public would see Philips as an organisation dedicated to creating innovative technology that makes life better.Lung diseases account for 7% of deaths worldwide. The global cost of COPD (Chronic Obstructive Pulmonary Disease) will rise from $2.1 trillion in 2010 to $4.8 trillion by 2030, when it will become the third-leading cause of death worldwide. Philips believes there’s always a way to make life better. This kind of thinking led Philips to develop the SimplyGo Mini, a portable oxygen concentrator that empowers patients who struggle with respiratory conditions to continue living full, active lives.
Outcome
The campaign enjoyed a 20% share rate, 15 million views and over 650,000,000 media impressions. The response in social media also prompted articles by mainstream news organisations like the Daily Mail, The Independent, The New York Times and Forbes. The Breathless Choir drove Philips to #6 on Sustainly’s Social Media Index. The campaign also generated a 14% rise in revenue in Q4 over Q3 (a record high) for Philips portable oxygen devices and increased Philips #1 leadership position in customer satisfaction by an amazing 15% points (Net Promoter Score). The Breathless Choir also changed the lives of 18 people and demonstrated Philips belief that there’s always a way to make life better.
credit
Brand:
Agency:
Executive Creative Director:
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Editing:
Other credit:Music Post Production: Peter Mitchell
Sound Engineer: Pavel Rejholec
Flame Operator: Jaime Aguirre
Planning Partner: Gareth Ellis
Choir Master and Broadcaster: Gareth Malone
Managing Partner: Craig Burleigh
TK Operator: Ondrej Stibingr
Business Director: Kate Waugh
awards
Cannes Lions International Festival of Creativity 2016
Shortlist Cyber
Other Video
Cannes Lions International Festival of Creativity 2016
Shortlist PR
Media Relations
Cannes Lions International Festival of Creativity 2016
Shortlist PR
Corporate Communication & Reputation Management
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