Los Angeles-based digital marketing agency Lightdrop, in collaboration with tech giant Philips and sleep experts Kokoon Technology, has secured the prestigious ‘Best Marketing Campaign’ award at the 2023 US Agency Awards for their innovative launch campaign for the AI-powered Philips Sleep Headphones. These groundbreaking earbuds, designed for maximum comfort and effectiveness, represent a significant leap in sleep technology, offering users a unique solution for achieving great sleep even in challenging environments.
For over ten years, Lightdrop has been at the forefront of digital marketing, working with diverse industries to transform extraordinary visions into inspiring realities. From Silicon Valley startups, to the world’s largest content platforms, e-commerce shops, educational institutions, production companies and everything in between, their approach blends meticulous attention to detail with a holistic view, ensuring flawless strategic guidance and execution from start to finish.
One of the unique challenges of this campaign was emphasizing the comfort and usability of the Philips Sleep Headphones. Designed to be thin and comfortable for any sleeping position, these headphones are engineered to be worn all night long. Lightdrop’s campaign focused on this aspect to alleviate any customer concerns regarding comfort during sleep.
“At the heart of our campaign was the intent to spotlight the Philips Sleep Headphones as a beacon of innovation. We aimed to depict it as the epitome of Philips’ longstanding tradition of technological excellence merged with Kokoon Technology’s deep expertise in advanced sleep science,” says Lior Ron, Founder & CEO of Lightdrop. “Our team worked diligently to strike this balance. This campaign wasn’t merely a product launch but a mission to improve lives globally.”
The campaign’s visual elements were carefully designed to align with Philips’ brand style. The launch video, directed by Emmy-award winning director Carlo Alberto Orrechia, was set in a real Los Angeles loft bedroom, with extended light design to ensure Philips’ brand colors were prominently featured. Lightdrop’s animation team created VFX shots of the Philips Sleep Headphones, including detailed presentations of how the earbuds comfortably sit inside the ear canal. The video also showcased hand-drawn animation, illustrating a character sleeping comfortably in various noisy environments, thanks to the Philips Sleep Headphones.
Lightdrop’s crowdfunding expertise is well-established, leading campaigns such as Milo which raised a remarkable $2.6 million in pre-orders in 30 days. The launch campaign for the Philips Sleep Headphones campaign quickly gained momentum. In just 35 days, 3,582 pre-orders were placed, raising over $706,000 from backers from across the globe. The campaign’s funding goal was reached within the first 23 minutes, and the campaign earned the ‘Projects we Love’ badge from Kickstarter, featuring prominently on the platform and in its newsletters.
The success of the pre-order phase paved the way for a full global launch, expanding the campaign’s reach and reinforcing the message that good sleep is essential and attainable.
Alfie Bektas, Head of Performance Marketing at Kokoon Technology, praises Lightdrop’s contribution: “Lightdrop are without question the best growth agency I’ve ever had the pleasure of working with. They have supported us on numerous channels and projects, from video production to website design, doing it all quickly, professionally, with style and insight.”
Lightdrop’s award-winning campaign for Philips Sleep Headphones showcases their prowess in creative, storytelling, and strategic execution. It’s a celebration of how creative marketing can lead to meaningful change and improvement in people’s lives all around the world.