Joseph Yadao
joseph.yadao@mediacorp.com.sg

Bigger and clearer – that seems to be the sales pitch for most television
sets these days. But Philips is bringing another element into its
marketing drive.

The Dutch consumer products manufacturer enthralls its target audience
with the Seduction by Light campaign for its Aurea line of televisions.

This campaign was developed to convey the emotions aroused by Aurea.
Philips roped in film director Wong Kar Wai, fashion photographer Vincent
Peters, fashion designer Alber Elbaz from the House of Lanvin and
jewellery designer Lorenz Baumer to generate the seduction of light-
inspired creatives.

Mr Wong, who won international acclaim when he garnered the Best Director
award in the 1997 Cannes Film Festival, created There Is Only One Sun, a
short film that had its exclusive premiere in Singapore at the Aurea
launch.

“He is a renowned master in blending light and colours to create a
seductive atmosphere in his movies and Philips feels that he is the
perfect person to create a movie which highlights all of the Aurea’s
features,” said Philips Electronics Singapore general manager Milton Tan.

For Aurea’s print campaign, Mr Peters was the man for the job. Having
worked with Vogue magazine and several fashion houses, he brought the
campaign images to life with his inimitable style of light manipulation.

“The light itself is what creates emotional access to what you see. The
light is always there, but no one ever thinks about it,” he said.

The Seduction by Light campaign is Philips’ first foray into the luxury
lifestyle space and is a world away from its usual brand positioning as a
leader in technology. With its alluring appeal, Aurea is positioned to
appeal as much to women as to men.

“Women are getting more tech-savvy today and are constantly seeking
technology that enhances their current lifestyle,” said Mr Tan. “More
women today are willing to explore technology and want it to be sleek,
feminine, user friendly and trendy.”