In 2022, Philips Lighting embarked on a mission to transform the lighting landscape in Indonesia, guided by a commitment to energy efficiency, increased accessibility, and market leadership. The campaign focused on promoting energy-saving LED lighting, expanding access to light in underserved and remote regions, solidifying Philips' position as the preferred provider of connected lighting systems, and maintaining its dominance in the Indonesian lighting market.

The House of Smartizen Gathering

To achieve these goals, Philips and Foniks organized the House of Smartizen Gathering, a vibrant event that drew over 100 participants from media, influencer circles, and community groups. This event significantly exceeded its target reach, generating over 57,796 impressions through organic social media engagement. The event featured product demonstrations, unboxings, and interactive experiences, showcasing Philips' innovative lighting solutions. Influential social media accounts, particularly Bintaro and Beyond, played a pivotal role in amplifying the campaign's reach, with their IG Reels and unboxing videos engaging over 16,000 viewers.

Foniks' Role

Foniks, a key player in the success of this campaign, leveraged its expertise in trendvertising to solve marketing challenges through creative ideas, strategic media placements, and engaging influencer communities. Their approach to integration—going beyond just creating great ads to amplifying messages and fostering brand advocacy—proved instrumental in the campaign's success. Foniks focused on targeted media placement and utilized influential communities to boost Philips' visibility and engagement. They ensured that the campaign resonated with the target audience, creating a strong connection and driving home the message of Philips' innovative lighting solutions.

Achievements and Impact

The campaign not only met but exceeded its objectives, solidifying Philips Lighting’s market leadership and expanding its reach in remote areas. The significant organic reach and high engagement levels achieved through the campaign underscored the effectiveness of the strategy and the strength of the partnership between Philips and Foniks.

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About Foniks:

Foniks is a trendvertising agency that helps brands solve marketing problems through creative ideas, targeted media placement, and influential communities. Foniks believes true integration goes beyond just making great ads, focusing on amplifying the message and fostering brand advocacy. 

Learn more about Foniks: https://www.instagram.com/foniksid/ 

For more information, please contact:
Krisnina Hanum
Business Director of Foniks
e: hanum@foniks.id 
p: +62 812-8072-459