Philips' Breathless Choir Helped Those with Lung Problems Sing Again
Katherine Pendrill — February 25, 2017 — Marketing
References: philips & fastcocreate
In an effort to help those with Chronic Obstructive Pulmonary Disease (COPD) breathe a little easier, Philips' put together a remarkable 'Breathless Choir.' While the campaign was created to promote Philips' products, the heart-warming imitative also helped to raise awareness for those struggling with respiratory illnesses.
The Breathless Choir campaign -- created by the ad agency Ogilvy & Mather London -- involved bringing together 18 strangers dealing respiratory conditions such as COPD, asthma and cystic fibrosis. Each of the participants was then given the opportunity to work with choirmaster Gareth Malone, who taught them how to sing again.
By highlighting the real lives of those who use Philips products, the campaign helped to create a more personal connection between the brand and consumers. As Gerry Human of Ogilvy & Mather London explains, "The campaign shows that Philips have changed their business, but not their principles."
The Breathless Choir campaign -- created by the ad agency Ogilvy & Mather London -- involved bringing together 18 strangers dealing respiratory conditions such as COPD, asthma and cystic fibrosis. Each of the participants was then given the opportunity to work with choirmaster Gareth Malone, who taught them how to sing again.
By highlighting the real lives of those who use Philips products, the campaign helped to create a more personal connection between the brand and consumers. As Gerry Human of Ogilvy & Mather London explains, "The campaign shows that Philips have changed their business, but not their principles."
Trend Themes
1. Respiratory Health Awareness - Creating campaigns that raise awareness for respiratory illnesses and promote respiratory health.
2. Music Therapy - Utilizing music as a therapeutic tool for individuals with respiratory conditions.
3. Personalized Brand Connection - Creating a personal connection between brands and consumers by highlighting real-life stories and testimonials.
Industry Implications
1. Healthcare - Opportunity for healthcare providers to develop innovative treatment approaches for respiratory illnesses, such as incorporating music therapy into existing treatment plans.
2. Pharmaceutical - Pharmaceutical companies can explore the potential of developing new respiratory medications or devices that enhance the quality of life for individuals with respiratory conditions.
3. Marketing - Opportunity for marketers to create impactful campaigns that humanize brands and establish a deeper emotional connection with consumers.
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