Philips Consumer Electronics PR – Aurea TV launch
During his time with MS&L, Boom! founder Justin Crosby was responsible for global and UK consumer electronics PR campaign strategy and activation for Philips. He oversaw global consumer electronics PR for the company’s Healthcare, Consumer Lifestyle and Lighting divisions.
Justin created the global consumer PR strategy for the Aurea – a revolutionary TV with an equally revolutionary TV launch approach. The product, retailing at over £3000 at launch, was aimed at high net worth individuals and tastemakers across the world. Justin worked closely with DDB Amsterdam and Carat as part of an integrated ‘loop team’ to create the marcomm strategy which centred around the product’s unique light projection. All activity adhered to the ‘Seduction by Light’ theme in Philips’ biggest TV launch event in recent history. Art house cinema director Wong Kar-Wai was commissioned to create a short film starring the Aurea TV.
Justin also oversaw the attendance of tastemakers and opinion formers from across the work, working closely with TBWA Amsterdam to create the global product launch event in Paris.
Complimenting the theme of Seduction by Light and taking inspiration from the launch of a fashion brand, Justin created a unique consumer electronics PR launch event for the UK. Working with supermodel Eva Herzigova in her comeback photoshoots, Justin staged three launches in one day by commissioning a private jet to fly between London’s Harrod’s launch, Manchester’s Selfridges and Glasgow’s House of Fraser. At each launch, Eva unveiled the Aurea to massed media by appearing in the window of each store.
The campaign took the Aurea into the national tabloid, mens and women’s press – delivering on the campaign coverage goals and building relationships with Philips’ key retail partners.