Philips Korea and iris Seoul motivate people to lead healthier lives in new ‘today’ campaign

Philips Korea has launched a new brand campaign in Korea to motivate people to lead healthier lives. Based on Philips’ vision to create ‘meaningful innovation’, the ‘today’ campaign is designed to provide awareness around how Philips products can positively impact the quality of people’s lives.

The campaign, created by iris Seoul, emphasises the importance of ‘today’, with a message that there is always a way to make life better, more fruitful – and that it all begins with our attitude and approach to life.

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Peter Kwak, General Manager of Personal Health business unit of Philips Korea said, “Innovation in Philips begins with an understanding of desire and value identification in everyday life, in other words, a people-focused thinking. This campaign is designed to communicate how Philips improves people’s quality of life and to provide more people with chances to experience Philips innovation.”

The campaign is based around a 40″ brand film that demonstrates how people have become so focused on being busy, that they forget about the value of ‘today’. It demonstrates Philips’ commitment to helping to make their customer’s lives healthier and more fulfilled – through meaningful innovation and technology. In doing so, Philips hopes to connect with a new audience of Koreans that share progressive attitudes towards their future wellbeing- to help define a better attitude towards ‘healthy living’ in the country.

Huijin Park, iris Seoul Head of strategy and insights said, “In a fast paced and future-oriented society it’s really challenging to convince people to appreciate the present moment and challenge perceptions around the true meaning of innovation. Innovation should not be about a curved screen or a time saving feature. True innovation should enrich and improve our daily lives for the better.”

“New and emerging consumer segments such as millennial moms and dads, global nomads and young forties are raising new mind-sets and attitudes in Korea. They are more progressive, questioning, casual and practical – and are the right partners to help build the Philips brand for the future.”

The campaign will also feature an editorial agenda of healthy tips that feature bites of practical information that people can apply to their everyday life. An online event using #TODAY has also been developed; customers who share the film with the hashtag on Philips Home Living Facebook page, could receive free gifts from Philips.

Consumers are encouraged to participate in the contest with stories about how Philips products have changed their life. The intention is to stimulate people to adopt a healthier lifestyle and that comes with starting new healthy habits. The most engaging stories will come to life by the end of campaign as a piece of content.

Credits –

Director – Jong Hun Lee