With the help of agency Tribal DDB New York, Philips has set forth on two important web-based missions this week, one more self-promoting and the other more selfless. The former entails a Stateside branding initiative to prove to America what Philips has already proven to Europe, that theres more to the brand than just light bulbs.
The first site developed by Tribal NY features a 12-hour Flash-intensive timeline that aims to show how Philips broad product line plays into various life situations throughout the day. Each video from a specific time features a young couple using light bulbs in place of actual products, whether its a phone, baby bottle or a remote control and TV. But like presto, the bulbs soon change to real Philips gear like an Avent baby bottle, an Internet VoIP phone or an Amblight flat screen television.
Of course, bulbs still play a valuable role on the second Philips site, which Tribal NY produced with Tribal Amsterdam and Londons Unit 9. The "Simple Switch" destination highlights the brands green-conscious side by urging consumers to switch to energy-saving compact fluorescent lamps. The homepage offers a true/false section on the effectiveness of such lamps and a commit to switch portion that shows an animated demo of how much switching whatever amount of bulbs would affect your energy bill and the atmosphere itself. With its cause, Philips isnt just imploring individual change, but a group movement which is why its providing friend invites along with a tracking tool that lets you view how many switches your social network is contributing, how many bulbs your friends have pledged to switch and how many bulbs your friend's friends have switched, depending on how long your effort evolves.