Updated by WTM
Nov. 2016e7d195523061f1c0c8c9ef2b4c47b9232c7d3c1aa29fc33cC35E69D0959227FEE46513058567BC4DFCDEC239794EE7F7D54C53BFAAED1E91F0142CACD1DBF61753822421AB78C025DC4BB29C14829EC7C6D37D8A9CA70047A09DB626CDC478188AAE788980AD6360B85A7D59C3762F4D50019219ABFE4425658702DD84EB787A2D9C4C9777290CD52017 COMMUNICATION PLANTRLIETABLE OF CONTENT STRATEGIC THINKING
COMMUNICATION PLAN
EXECUTION PLAN TRLIESTRATEGIC THINKING1.KEY TASK 2017 Deliver the key message to target consumers
THE RIGHT LIGHT IS EVERYTHING
选对光 选对生活 PHILIPS
LEADING BRAND IN LIGHTING INDUSTRYPHILIPSPANASSONICOSRAMNVCFSLe7d195523061f1c0c8c9ef2b4c47b9232c7d3c1aa29fc33cC35E69D0959227FEE46513058567BC4DFCDEC239794EE7F7D54C53BFAAED1E91F0142CACD1DBF61753822421AB78C025DC4BB29C14829EC7C6D37D8A9CA70047A09DB626CDC478188AAE788980AD6360B85A7D59C3762F4D50019219ABFE4425658702DD84EB787A2D9C4C9777290CD5OPPELTop of MindUnaided Brand Awareness数据来源：LEDinsideCOMPETITORS Marketing communications
are similar
Focus on “FUNCTION”
Rather than “LIGHT”Most of the brands focus on the functional benefits, such as energy-saving, long-last, etc. FUNCTIONALMarketing communications are very similar, consumers cannot recognize the brand identity. NO DIFFERENTIATIONLIGHTENERGY-SAVING59%LONG-LASTING50%LOW HEAT56%SMALL & FLEXIBLE SIZE39%MERCURY-FREE30%DURABLE35%e7d195523061f1c0c8c9ef2b4c47b9232c7d3c1aa29fc33cC35E69D0959227FEE46513058567BC4DFCDEC239794EE7F7D54C53BFAAED1E91F0142CACD1DBF61753822421AB78C025DC4BB29C14829EC7C6D37D8A9CA70047A09DB626CDC478188AAE788980AD6360B85A7D59C3762F4D50019219ABFE4425658702DD84EB787A2D9C4C9777290CD5SHOCK RESISTANCE22%0%数据来源：LEDinsideCONSUMERS’ CURRENT NEEDS CONSUMERS STILL REMAIN IN THE FUNCTIONAL NEEDS FOR LIGHTING PRODUCT NOT FOR LIGHT ITSELFTHE RIGHT LIGHT QUALITY OF LIGHTBasic of needs COMFORTSafety, long lasting, Color consistencyMOMENT Suitable light for different scenes WAKE UP CONSUMERS’ NEEDS ON LIGHTING3 STAGE NEEDS FOR “LIGHT”KNOWNKNOWN FOR SOMETHING I CARE ABOUTKNOWN FOR SOMETHINGKNOWN FOR SOMETHING GOOD/DIFFERENTAs the leading brand in lighting industry e7d195523061f1c0c8c9ef2b4c47b9232c7d3c1aa29fc33cC35E69D0959227FEE46513058567BC4DFCDEC239794EE7F7D54C53BFAAED1E91F0142CACD1DBF61753822421AB78C025DC4BB29C14829EC7C6D37D8A9CA70047A09DB626CDC478188AAE788980AD6360B85A7D59C3762F4D50019219ABFE4425658702DD84EB787A2D9C4C9777290CD5Awaken consumers’ needs of “RIGHT LIGHT” THE RIGHT LIGHT IS EVERYTHINGCHALLENGEAwaken their requirement
唤醒消费者对于光的意识Educate how to choose
教育消费者怎样选择合适的光Action to change
切身行动改善自己的光环境WHAT IS THE RIGHT LIGHTINSPIREWHY TRLIEACTIONTRLIEEDUCATEPURCHASE & SHARELet’s take a look into the TARGET CONSUMERSOUR TARGET 新中产阶级NEW MIDDLE CLASSAged between 25-35
Well educated,
Success in career, middle to high income white collar
Independent and positive
Pursuit healthy and quality life
Seeking for unique, interesting things to enrich their life
SOCIAL FAMILY LIFEFRIEND GATHERINGWORKINGENTERTAINSHOPPINGRELAXHEALTH现代人观点中，家是漫长一天工作后重新充电，获取能量的避风港。人们渴望从家这个熟悉的环境中得到生活的稳定感，把外面的世界抛诸脑后。回家，意味着从繁重工作中得以喘息，安慰疲惫的心灵和身体。They care about
HOME, FAMILY MEMBER, LIVING ENVIRONMENT
HOW CAN WE APPROACH THEM?To them, what is RIGHT life?LIFE is all about
CHOICESRIGHT choices
wrong choices
All choices form our entire lifeOnly the RIGHT CHOICES
Lead to HAPPY, HEALTH, BALANCED and LOVING life
To a QUALITY LIFE “当妈妈了总是免不了操心更多，
雾霾，地沟油，水污染，危险无处不在，
这也是为什么家里空气净化器、加湿器、破壁机一应俱全。
只要条件允许，我愿意把最好的东西捧到他们面前。”Rosa对她来说，对的生活是：是全家人的健康和家庭幸福
To her, RIGHT LIFE is HEALTH & HAPPINESS OF FAMILY35yr / Beijing / Professional Housewife / Son 3yr, Daughter 6yr“Being a mother means I have to consider more for my family.
Smog, illegal cooking oil, water pollution… Danger is everywhere.
That’s why I bought air cleaner, humidifier, grinder in kitchen.
If possible, I wanna give my family all the best things in world. ““办公桌，会议室，投影仪，显示器，马路上的车水马龙，地铁里闪烁的光影和晃动着的人脸；
这是我一天的工作画面。
回家对我来说，是放松充电，更是让我逃离外界喧嚣的私密空间。
最优的空间设计，最轻便的健身器材，最好的降噪耳机，甚至最舒适的埃及棉用品。”Alex29yr / Xi’an / Architecture designer“Meeting room, projector, screams, streets crammed with vehicles, shuttling underlines and dangling faces,
Those images made my days.
Home should be a private space where to relax and recharge,
even a isolated corner away from the crowded world. ”对他来说，对的生活是如何平衡工作和生活，如何在家中 恢复能量
To him, RIGHT LIFE is TO RELAX, RELEASE & REFILL ENERGY“今天才周四，跟老板借了本书准备两天搞定
这两天就好好读书吧
周日想叫上小伙伴回家轰趴，周六就该来个泡泡浴
海淘的红酒香薰已经寄到，就等周末GIRLS’ NIGHT了。”Joyce24yr / New Graduate / “I love travel, but love my home more”“It’s just Thursday, boss lend me a book so I suppose to finish it in two days. Sunday should be my home party day! Um…Still I need a bubble bath THIS Saturday.
Yes！ I am well prepared for the girls’ night ！”对她来说，对的生活是：享受年轻，享受生活
To her, RIGHT LIFE is ENTERTAINING & ENJOYING光在家居环境中的重要作用
选对光，选对生活LIGHT IS IMPORTANT AT HOME
The Right Light Is Everything 所以，他们关心家居环境的方方面面，但是，他们还 没有 意识到
Therefore, they concern every single aspect in home environment, BUT, they still HAVEN’T notice?THE
RIGHT
LIGHT
IS
EVERYTHINGTA
NEW MID CLASS
Care health, happiness, balance life…
Care life quality
CALL FOR ACTIONIt’s time to
SWITCH ON开启
美好生活THE RIGHT LIGHT IS EVERYTHINGIt’s time to SWITCH ONMINDCHOICELIFE开启美好生活THE RIGHT LIGHT IS EVERYTHING光 不仅仅是按下开关那么简单
光的任何细微改变 都会对我们的生活戏剧性的变化
当现代社会对“家”充电治愈功能的需求越来越高
也许我们该更多的关注光在家居环境中的运用
选对光 选对生活
飞利浦引导你迅速找到合适的光
在外界光环境飞速变化的今天
展示给你对的光可以给生活带来什么
IT’S TIME TO SWITCH
给家庭和我们自己一个全新的开始Light is much more than just something to switch on or off at home
Even small changes in the lighting conditions arise a dramatic difference to our well-being
If homes are to be places where we recharge and revitalize
Perhaps we should start paying more attention to the LIGHT
The right light is everything
Phillips inspires and guides you easily to the right light
While lighting environment changing radically in the world around us
Phillips innovates us what right light could bring to life
It’s time to switch.
Giving our homes and ourselves a brand new startPHILPS owned IP: Dr. Light
Build up brand image
Communicate with consumers
Diffuse ”TRLIE”
Call for action
创造一个品牌专属的IP形象：Dr. Light
通过这一形象建立品牌专业和人性化的形象，
作为宣传大使跟消费者沟通。
传播“TRLIE”
号召消费者的行动力。IPKVCOMMUNICATION PLAN2.CALL FOR ACTIONMINDCHOICELIFE
WHAT IS TRLIE
HOW TO CHOOSE
ENCOURAGE TO SHARE
SWITCH视频
以病毒视频形式，制造话题，吸引关注
关注光，了解光
SWITCH体验馆
以创意的落地形式，让消费者参与，创造大量UGC
体验光，享受光
SWITCH传播
从PGC转化到UGC，鼓励消费者扩散话题
分享光，改善光
COMMUNICATION STRATEGYTHE RIGHT LIGHT IS EVERYTHINGINSPIREENGAGEADVOCATEKEY APPROACH3 PHASES
TO COMMUNICATESTRATEGIC FOCUSSWITCH ON 开启美好生活COMMUNICATION PILLAR On the basis of 4 main wheels each with specific focus to communicate with targets to deliver “WHAT IS TRLIE” & “WHY TRLIE”BRANDPRODUCT HOT TOPIC
Brand campaign to education of “TRLIE” to cultivate brand preference
Product launch and promote campaign for how to choose RIGHT LIGHTLeverage hot topic links with RIGHT LIGHT to draw public attention to expand brand awarenessCHARITYLeverage charity to call attention for RIGHT LIGH to enhance leading position TOUCH POINTS AWARENESSINTERESTEXPERIENCEPURCHASESHAREPRRadio
TV
Print
OOHWord of MouthOnline AdsWeibo
WechatBBSOfficial PageSearch Ecommerce StoreTouch & TryShare to SNSWord of MouthDigital EngagementBTL/EventEXECUTION PLAN3.SWITCH to right MINDAt the first stage, branded viral videos will be the key communication content to make big buzz in market, and inspire target consumers to think about what is TRILEPHASE 1VIRAL VIDEO 地铁站CBD商区VIRAL VIDEOSTORY BOARD AVIRAL VIDEO 地铁站CBD商区STORY BOARD BVIRAL VIDEOVIRAL VIDEO 地铁站CBD商区STORY BOARD CVIRAL VIDEOVIRAL VIDEO 地铁站CBD商区STORY BOARD CVIRAL VIDEOVIRAL VIDEO 地铁站CBD商区STORY BOARD DVIRAL VIDEOVIRAL VIDEO 地铁站CBD商区STORY BOARD DVIRAL VIDEOMEDIA STRATEGYVIRAL VIDEOAlign with brand campaign, the company will launch a training teaser program to make sure every employee/dealers be involved.
Using the IP of Dr. light to interview selected employee/dealers about what is the right light. These interview videos will be released on internal APP(门店通) and everyone who comments on the video will be encouraged. Beside this the TRLIE train toolkit will be distributed internally.ENGAGEMENT FLOWTeaser PosterEducationTRAINING PROGRAMTEASERTEASER POSTER Digital poster to attract employees to participant in teaser program. TRAINING PROGRAMTEASER VIDEOInterview employee/dealer to talk about what is TRLIETRAINING PROGRAMSWITCH to right CHOICEThrough offline experience of Philips lighting lab to let target consumers know what is right choice and how to choose. Around this, do a wave of hype on social media. PHASE 2
To enhance the message of TRILE by correcting from the wrong light concept, a PHLIPS LIGHTING LAB will be set-up in the high traffic location:
Lights experimental comparison device which host by Dr. light
Multi-media experience room for products
Pop up store of Philips lighting products
LED lamp trade-in (tbc)
‘Exploring Philips lighting lab’ topic will be announced on official digital platform before event Consumer register on the digital platform to get the invitation Consumer find the PHILIPS LIGHTING LAB and Explore…PHILIPS LIGHTING LABTHE IMMERSIVE LIGHTING EXPERIENCEENGAGEMENT FLOW神秘温暖屋The PHILIPS LIGHTING LAB will be placed on the core are of CBD in 1st tier city
The mysterious appearance of the LAB arose the desire of exploring from consumers. Multi-types of interactions are there to educate and entertain consumers, bring them an amazing brand experiencePHILIPS LIGHTING LABOFFLINEDr. Light will company consumer to experience the whole lighting lab to bring consumers a deeper understanding on TRLIE lead to direct salePHILIPS LIGHTING LABCONSUMER JOURNEYPOP-UP STORELIGHT EXPERIMENT360 VR HOUSELIGHT GAMEPHILIPS LIGHTING LABPOP-UP STORE —— PRODUCT DISPLAYUsing high tech multi-media to experience the product in a new and interactive way, bringing consumers a strong impression.PHILIPS LIGHTING LABLIGHTING EXPERIMENTUsing light experiment to show the special features of products by Dr.LightMethod 1:
相机对光拍摄Method 2:
专用检测陀螺Method 3:
专用检测仪PHILIPS LIGHTING LABGAME —— LIGHT · SWITCH ONConsumer could “SWITCH ON”the light in an interactive way by blowing the tiny fan to light up LED lights, and the inside camera would capture the special moments to share for consumers. PHILIPS LIGHTING LAB360° VR HOUSE3D PROJECTION ON REAL PRODUCTSUsing the 3D mapping interactive projection technology to creative a “real’house, all those familiar scenes from home will be shown vividly , bringing an amazing experience to let consumers understand the essentials of“TRLIE”TRAINING PROGRAMMoving the Philips lighting lab to office to do a “TRLIE” seminar for employees/dealers which will be hosted by Dr. light.
After seminar, everyone needs to do a short video to share their understandings of TRILE, this video would be live steamed on internal APP to influence more employee/dealersPHILIPS LIGHTING LAB @ OFFICETRAINING PROGRAMPHILIPS LIGHTING LABONLINESOCIAL MEDIA
INFLUNCEFinding Philips light lab Cooperate with UBER to attract consumers to find Philips light lab
CREATE A BUZZ KOL in the lab Invite KOLs to experience the lab and do live streaming in here
SHAREWHICH IS THE NEXT STATION? The next station of Philips light lab will be decided by consumer through online voting
CBD商区PHILIPS LIGHTING LABe-CommenceVIRTUAL PHILIPS LIGHTING LAB OPENS ON E-SHOP
Extend the offlline activity idea to open a virtual Philips lighting lab on E-shop
Opening time: 20:00 – 24:00
Mechanism:
Virtual home experience
Dr. light online class
KOL regular live streaming
Promotions ( hongbao/ 即时抢购/ 预售……)
PHILIPS LIGHTING LABe-CommenceSWITCH to right LIFETo influence more and more consumers to understand “TRLIE” and catalyst them to take action, a PR campaign “Passing the Light” will be launched to create viral buzz and generate sales volume in short term PHASE 3It is a social responsibility campaign, the purpose is to make everyone as a seed to share the concept of TRILE
Consumer register on official website/We Chat to attend this campaign;
Consumer need to buy a Philips LED light via Philips e-shop and give out to his friends as gift;
Follow the rule, his/her friend should do same thing;
In the end, who has the larger followers , will get a big prize.LET’S PASS THE LIGHT ! PASSING THE LIGHTPASSING THE LIGHTSWITCH ONMIND
Jan- MayCHOICE
Jun-SepLIFE
Oct-DecBRANDPRODUCTSOCIAL RESPONSIBILITY
HOT TOPIC OFFLINE
PHILIPS LIGHT LABONLINE
“SWITCH”viral videoSocialSocial
PASSING THE LIGHTPOSMTRAININGPRODUCT LAUNCH Q1RETAIL PROMOTIONSocialSocialSocialTHE RIGHT LIGHT IS EVERYTHINGCALL FOR ACTION3 PHASES
TO COMMUNICATETRAININGPRODUCT LAUNCH Q2家装节展览会
3.15 活动大学季双十一双十二DR. LIGHT IMC HOUSE
