Philips The Plus Project

Crowdsourcing proved to be an invaluable tool for Philips in kicking off its Asia-pacific wide brand building campaign, The + Project together with Tribal DDB.

In Asia, Philips is known for everyday appliances such as toasters, shavers and light bulbs. Few are aware that Philips is a leader in innovative technology promoting health and well-being, including products such as the Airfryer that fries with virtually no oil. As Asia developed, health and well-being are becoming hot-button issues. Philips wanted to stake its claim as a champion of this arena.

Developed with in collaboration with TribalDDB, the ‘+’ Project by Philips leveraged the internet population of Indonesia, which is 55 million, in a crowdsourcing program with the philosophy that “none of us are as good as all of us”. Proposals were received from the local online community on how best to improve the lives of people in their region. The best ideas will be turned into real-life projects, led and funded by Philips in cooperation with other organizations.

By discussing and identifying the challenges local communities face, Philips will try to help find solutions. And in this process, Philips will share what they know, aim to learn from people and communities and hope to work together to achieve the goals everyone will share.

The crowdsourcing site which kicked off in Indonesia in November 2011 was met with enthusiastic response, garnering over 600 ideas in a span of nine weeks. Ideas focused on challenges faced in local communities and how locals aim to improve health and well-being. These ideas ranged from how to create safe and comfortable public spaces that will make Indonesia more livable to making healthcare for the poor in remote areas more accessible and affordable.

After the success in Indonesia, the ‘+’ Project was also rolled out in a second market: Thailand. There, the campaign became a trending topic on Twitter and earned mentions in local news and media sites.