Objective>
Philips announced sponsorship with Live Earth series of concerts, providing them with an unprecedented global platform for their Sense and Simplicity message. The sponsorship aimed to encourage consumers to make the simple switches in their everyday lives and to make an impact on global energy usage and to showcase the simple solutions that Philips offers consumers to lead a greener life. We were used to leverage this sponsorship in the first global event in Sydney.

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Action>
From sponsorship signing we co-ordinated and activated Philips’ association of Live Earth. This included developing partnerships with media, co-sponsors, promoters, musicians, and event organizers - we became an extension of the Philips marketing team. We developed media partnerships with News Limited, NOVA, and Foxtel to develop ‘money can’t buy’ promotion/s for their customers, which also included cross-promotions, advertorials and driving customers to special Philips activities. Promotional winners were given a unique ‘green’ hospitality experience with their friends! We also provided corporate hospitality benefits that included celebrity appearances as well as creative visual footage that was sent to Philips Global as an account of the activity. 

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Reaction>
Over 45,000 people attended Live Earth in Sydney with millions of people beamed in via TV and on-line. Philips’ position as a major partner was clearly visible before, during, and after the event. Philips Global commented that ‘Sydney was their best event in the series of global concerts.....’ “Working with interPlay during our global sponsorship of Live Earth was a pleasure. Given the short lead-time from sponsorship sign off to the actual event we needed someone who could creatively leverage our association fast! The team at interPlay provided us with media partnerships which include promotional activity in all News Limited newspapers, radio and TV; they also assisted with event logistics inclusive of corporate hospitality. Their production team also produced a short video depicting the event which we proudly sent off to our global partners – you guys rock!” – Sarah Campbell, Manager Corporate Communications and Sustainability Philips Electronics Australia