Philips has 'neglected' Aus, kicks off multimillion-dollar campaign

Rosie Baker
By Rosie Baker | 9 June 2015

Philips is plotting a multimillion dollar campaign to rebuild the brand in Australia after having neglected the region in recent years. The first part of the activity is an interactive outdoor activation that turns a bus stop in Sydney's Newtown into a music and light show. The #Huetown activity follows hot on the heels of the city's Vivid Festival.

Damien Cummings, currently Philips' APAC marketing director, but who is understood to be departing for Standard Chartered Insurance, told AdNews that the burst of activity is well overdue after a lack of activity in recent years.

“Frankly, we just haven't spent enough here, and Australia hasn't received enough love,” he said, speaking to AdNews.

Through the outdoor activity, Philips is aiming to show how Philips Hue lighting products can “enhance everyday life”, by creating coloured light that connects to entertainment devices.

Huetown has been developed by Iris Sydney, but the brand is also working with Ogilvy, Havas and Carat on the multimillion- dollar push slated for August.

An interactive panel in the bus shelter allows people to choose from different music genres themed around Sydney suburbs such as Pops Point and Surry Chills, that connect with Wi-Fi connected Hue light globes.

Local Newtown businesses are also getting involved and sharing interactions and photos on social media.

Michelle Drummond, consumer marketing manager at Philips, said: “Our homes have changed radically over the past century. So too has the lighting technology in our homes. #Huetown uses Philips Hue to engage commuters in a dynamic light and sound experience that showcases the connectivity of the product, pushing the boundaries of how light can be used.

"#Huetown will inspire ideas for how Philips Hue can connect to your home to enhance a space, heighten a mood or simply ease day to day life, like never before.” 

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