Taurus builds tech giant Philips presence in the ANZ market
Philips turns to Taurus for a PR re-focus
Global Technology Leadership
Global tech consumer brand, Philips returned to Taurus to increase the brand awareness and exposure of their high-quality products in the Australian market, featuring the Philips Ambilight TV Feature, Philips OLED935 TV and the Philips 4K UHD Mini LED TV.
Philips is one of the largest global technology brands, founded in 1891 in the Netherlands and de-merging its television manufacturing to TPV technology in 2012. In Australia, Philips is an iconic brand with a long history going back to the 1950s. Despite market share and profitability in Australia decreasing in recent years, Philips still has a positive public profile in Australia.
TPTV and AVA TPV tech.com hold the Philips License for TV and accessories in Asia Pacific Middle East and Africa also having established a global presence with 13 manufacturing bases worldwide and an annual shipment of over 60 million units.
“The solution to bring Philips premium products into the Australian Market and create exposure and brand awareness was to design a tailored strategy for Philips through highly personalised and specific product push.”
– Sharon Williams, CEO, Taurus
Taurus sets PR strategy to educate Australians about Philips' premium product range
Market Re-Entry Challenge
Already recognised as a premium global provider of consumer technology, Philips saw an opportunity to build the brand awareness of their products in the Australian market. Experiencing stock delays due to the COVID-19 pandemic, Philips saw an opportunity to launch their new OLED TV range in Australia in 2022. The challenge was to generate brand awareness and recall of Philips established and new TV product range via a media relations campaign through using industry commentary, media interviews and placement in a market they have not yet previously experienced.
Exposure into the Australian market meant that Philips could increase the brand awareness of their premium product range.
Taurus launches Philips' new products in the ANZ market
The Taurus team used their extensive media reach, editorial relationships and PR expertise to gain a broad range of coverage for Philips to reinvent the product releases achieving business and communication objectives highlighting the unique and innovative tech features in their OLED936TV, 4K UHD MiniLED TV and Ambilight Features while working on the language to cater to the tech consumer media.
They did this by communicating to the new audience that “Philips are back to the market with their new product range and ready to connect” gaining exposure on its new futuristic design, innovative technology and AI.
Lifestyle and tech media exposure would mean Philips could reach an audience who were tech savy and could appreciate the high-quality Philips products including its award-winning innovative design features ideal for use in smart homes and offices.
Media reaches a total audience of 6 million + in 8 months
Taurus achieved coverage in
- Man of Many
- Sydney Morning Herald Technology
- 9News
- Pickr
- Appliance Retailer
- Cybershack
- Ausdroid
- Craving Tech
- Techday
The focus on tech, lifestyle, mainline and media was pursued by Taurus to suit each product offering in the form of product features, gift guide features and product reviews.
Outstanding Results
Overall, Taurus successfully builds Philips’ brand in the Australian market, achieving over 6 million audience impressions across three products, positioning Philips as the leader in high quality tech products.
What Taurus did for Philips
- Achieved widespread coverage with Taurus PR©
- PR planning and strategy
- Preparation of extensive media contact list
- Built brand awareness/recall with key media
- Financial results and reporting
- Ongoing review of media releases
- Thought leadership
- Established key messages
- Taurus Profile™
- Local advice for the Australian market
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