Mystery Movie Night

Objective

Philips sought to showcase its Ambilight technology to consumers across multiple European markets through an engaging real-time challenge. The campaign aimed to demonstrate the color-recognition capabilities of Ambilight by inviting audiences to participate in interactive movie-guessing events, thereby increasing product awareness and consumer engagement with the brand's core TV feature.

Solution

The campaign consisted of three live movie nights in three different cities where participants played a real-time guessing game based on Ambilight color effects projected during film screenings. Audiences attempted to identify movies by recognizing their distinctive color signatures as rendered through Philips Ambilight technology. For those unable to attend live events, an online version allowed players to test their color recognition skills through a web-based Movie Quiz. The experience was built as an HTML5 interactive web application and integrated video content showcasing Ambilight's capabilities. The interactive component was developed by Superhero Cheesecake in partnership with Dentsu Creative Amsterdam.