An innovative new lighting system that combines brilliant LED light with intuitive technology. The first product of its kind. The challenge Philips faced in launching Hue was that this new product needed an identity, a story and more importantly a go to market strategy for a market that didn’t even exist yet.We needed consumers to reappraise the role of lighting in their lives from a replaceable commodity to a desirable tool for self and home improvement.
Building the brand. We created the Hue identity, giving it a name and brand that could be rolled out across packaging, retail environments and digital channels. Knowing the product was going into Apple stores meant that creatively Hue had to fit in within this environment.
This meant stepping away from the Philips brand guidelines to create something unique and desirable for the environment and audience
Converging brand and product. Great products market themselves as the product experience becomes the brand experience. Verizon offers very specific products and s ervices that in order to sell the customer needs to understand.
We built a community at meethue.com Great products market themselves as the product experience becomes the brand experience. Verizon offers very specific products and s ervices that in order to sell the customer needs to understand.
Content is available in multiple languages and dialects which added an extra layer of complexity to the product. There was also a desire to drive revenue across both free and subscribed users, demonstrating added value for subscribers and introducing new and innovative advertising tactics