You don’t usually want your client seeing red when they arrive at an event, but that’s exactly what we had in mind when we ‘painted the town red’ to launch a partnership between Philips Lighting and LightSmart. We promoted the partnership and showcased a new lighting range to 150 guests in a colourful event that positioned client Philips Lighting not just as a provider of products, but solutions.
THE CHALLENGE
We had to introduce the business relationship between Philips Lighting and LightSmart and showcase a stylish new range of SSL (solid state lighting) products and LED technology to a target audience of 150 lighting engineers and designers, architects and major property maintenance managers. It had to be presented in an entertaining yet educational environment that would give attendees a deeper understanding of the products and how they could be used.
OUR SOLUTION
We created a futuristic, yet corporate, event with a strong design element that reflected both the feel and flavour of the Philips brand and the colours in the new light range. We identified Sydney’s Maritime Museum as the perfect canvas, and used indoor and outdoor areas as exhibition space to paint a colourful picture for a complete brand experience.
A combination of cleverly staged displays, demonstrations and presentations brought product information to life and gave guests the opportunity to meet and talk with the LightSmart and Philips Lighting team.
The main presentation was beamed on a large external wall to great effect, with the entire range of coloured lights projected off the museum’s large white lighthouse, synchronised perfectly with the presenter’s speech.
The ‘Paint the Town Red’ theme was carried through all staging, from the invitations, tablecloths and napkins to the red carpet we rolled out for our guests. Philips and LightSmart staff donned red ties, with the JHE team dressed to impress in red dresses. Even the background music reflected the theme - every song played included “red” in the lyrics.
We managed the entire invitation and registration process, and all logistics, right down to designing feedback forms and a business card system to generate as many leads as possible for Philips and LightSmart.
THE RESULT
Many hands made light work indeed!
We not only painted the town red, we painted a compelling picture of our client as a world class leader in lighting technology.
The event successfully introduced the new business relationship, and provided an exceptional opportunity for relationship building and communication with a key customer base. Philips and LightSmart reached this important audience in a unique and inspiring way that firmly positioned the partnership as brands united in the delivery of an impressive product.
The educational were also achieved. The product was the ‘hero’, with attendees experiencing the full colour range and product capabilities. Guests left feeling like valued clients, and our client left with an outstanding number of leads.
“JH Events are an integral part of our marketing team at Philips Lighting and I would highly recommend them. Their professional, timely and effective strategic event and project management capabilities have achieved highly successful results for Philips.”
Amanda Hart, Marketing Manager, Philips Lighting