Philips and the GLBT Community
Art + Technology + Charity = Hit
In 2003, Philips engaged MS&L
to market its line of FlatTVs™ and Cineos™ televisions to the GLBT
community. MS&L developed a campaign to generate coverage in
mainstream and gay media, align Philips with causes important to the
community, and increase awareness of Philips and Philips TVs among the
target audience. Philips collaborated with world-renowned celebrity
photographer David LaChapelle, an openly gay artist, to create “Art
Meets Technology,” an intriguing exhibit that displayed LaChapelle’s
latest unique and provocative photographs and videos on Philips
FlatTVs™ and Cineos™ televisions. MS&L also planned and
coordinated a preview party for media, celebrities and influencers
which raised $100,000 for the Elton John AIDS Foundation. More than
298 million impressions were generated by MS&L, including extensive
media coverage of the exhibit, the party and Philips products in Out,
Next, Instinct, Gaywired.com and PlanetOut. Research showed Philips
brand awareness from 92 percent pre-event to 100 percent post-event.