ABOUT

Idea
Philips has a strong focus in product categories for women. The differential of its products lies on the search to deliver innovations promoting healthier lives and wellness. Mother's Day is one of the most important dates sale-wise, and we wanted to leave a lasting impression on the public.
Mothers are multitaskers. They take care of their family, work, train, study, and much more. So much energy can only come from real love and motherhood passion. We wanted to pay tribute to their energy.
We designed shoe insoles that collected the kinetic energy moms generated with every step. To obtain the necessary energy we summoned a group of mothers with active lives and provided them with our device. While they worked, trained and performed everything they do daily, their kinetic energy was stored in batteries. Finally, we converted all that energy and reused it to help a neonatal unit.
Mothers who responded to the call in social networks, influencers, runners that participated in the marathon and many others who approached our points of sale, joined the project. Through our app, they could check the amount of energy that was being collected, and find where and when to change batteries.

Execution
To honor mothers in their day, we designed a device that stored and measured their daily efforts. We created shoe insoles that stored kinetic energy produced in every step and stored it into portable batteries. We converted and amplified that energy voltage to run neonatal equipment at the Maternity Hospital Sardá in Argentina.

To obtain the necessary energy we summoned real mothers, involved mothers who run, influencers, and many other users that approach Philips Points of Sale to get their shoe insoles, joining the celebration.

Additionally, we developed an app that measures the efforts telling them how much energy they were collecting. During our marathon, the runners loaded the batteries during the run and returned the charged batteries at the end of the marathon.

Relevance
Starting from the brand’s concept: “innovation & you”, we created a campaign with strong emotional content as tribute to mothers while fulfilling a greater objective: collecting their daily energy to donate it to the Maternity Hospital Sardá, so it could be reutilized by moms when they need it the most.
Mother’s Day is the date when everyone becomes conscious of how important they are. A few months before this date, we set a communication strategy in which Philips launched a campaign telling real stories of moms with real and incredible lives, inviting others to join an ambitious and innovative project.

Philips got the support of many mothers, who were willing to help others by donating their most important feature: their energy. We strongly bonded with our public, exceeded their sales objective leaving and left a long-lasting impression in our public.

Innovation
This project gave us the opportunity to design and develop a device, designed to help moms. It required a long process, that allowed us to get know new kinds of technologies and ways to create and store energy.

The campaign was so successful that “Mom’s Energy” is implemented by Philips in the whole region as a neonatal health program.

The campaign exceeded the expectation and projected objectives. Philips’ hashtag “#EnergíaDeMadre” became a Trending Topic in Argentina. We obtained 22.9 MM visits, an earned media of 214MM and sales increased in these categories: kitchen, beauty, ironing and cleaning by 71% vs previous year.