Smart-lighting Brazil

Dutch firm Philips was founded in 1891 and has evolved from selling light bulbs to becoming one of the world’s largest electronics companies. In 2018, however, its world-leading lighting arm that provides products, systems, and services, underwent a rebrand to create Signify. Serving both professional, government and consumer markets, Signify leads the industry in leveraging the Internet of Things (IoT) to transform homes, buildings and urban spaces. Its customers range from city councils to large-scale business, offering innovative solutions to everything from street lights and shops, to offices and private residences.

When Signify approached Sherlock Communications, the main objective discussed was to bring awareness to the rebrand and its various new solutions in Brazil. Everybody knows the Philips brand, so the task was to build the reputation of Signify and make it synonymous with smart lighting, home solutions such as IoT, and tech innovations for both consumers and industries/workplaces. While the client wanted to achieve this by appearing in solution-specific B2B and B2C media, it also requested to appear in outlets outside trade titles. Signify, with a limited budget, would also require event support and help to build rapport with journalists.