Phillips is on a mission. A big one. To improve the lives of over 3 billion people a year by 2025. Inspiring stuff indeed but actions speak louder than words when it comes to delivering such a far-reaching vision.
For their Liquid Health product division, some bold action was needed to get the benefits known of Healthy Drinks to as many commuters as possible in a single week.
As part of this strategy, we worked with the Philips ‘Liquid Health’ team creating an experience which would help introduce as many people as possible to the benefits of drinking healthy drinks every day.
While many of us aspire to build more healthy rituals into our day, human nature has taught us that this is often much easier said than done.
The answer was simple; maximise awareness of the category through an engaging human experience rather than a static product display. How? By getting as many free tasty healthy drinks made by Philips products in the hands (and hearts) of as many people as possible in a week.
Introducing the Philips Healthy Drinks Pop-Up Kitchen, at Utrecht Station – Holland’s busiest commuter train terminal with over 200,000 commuters traveling through every day.
We kept the experience, simple, fresh and analogue (actively removing digital screens from the site) meaning the focus was firmly on the product and positive human interactions with the staff; positive and memorable moments were the currency of the day.
A different ‘health theme’ with corresponding smoothie featured on the Daily Juice Calendar, which was complimented by guests and influencers to educate and inspire visitors. These included Men’s Health Magazine, and locally renown food and lifestyle bloggers.
The kitchen was a hub of activity; an interactive area – Be Social Zone – encouraged visitors to share their experiences and connect over a shared interested in health and wellness. Customers were also invited to get their hands dirty in the Make Your Own area – a space dedicated to crafting your own smoothies – an integral element of our strategy in heightening the customer engagement of the pop-up kitchen.
The result was a high impact space that drove awareness of Philips Healthy Drinks products and the benefits they can bring to one’s lifestyle and overall well-being.
The general response to Philips’ random act of healthy kindness was truly energising. As the week went on it turned in to a celebration of all things wholesome and positive – invigorating all those involved at Utrecht Station.
Next step? To take the concept, smiles and healthy benefits to other key Philips markets around the world.
‘It was a unanimous decision to award the work to Green Room Amsterdam.’
Marjolijn van Dingenen, Global Brand Team