Ready, set…
19 simultaneous launches


In the world of lighting, LED was the Next Big Thing. Philips wanted to make a splash and launch a growing range of affordable, compatible, high-quality LED products: CoreLine.

We turned this rollout into a fully-fledged multimedia B2B campaign, handling everything from the central thematic communication to every last localised execution. As LED was still a new technology, we included a state-of-the-art 360-degree virtual reality tool that let installers show their clients the real-world benefits on the spot. The CoreLine launch spanned 19 markets, targeting lighting installers.

Working in close collaboration with the local decision-makers in each market, we designed all campaign materials to be easily adaptable while maintaining a uniform style and theme. The CoreLine range has grown from 8 to 13 products and is now one of Philips’s best-sellers.

Working with KING on the CoreLine campaign was great!
I worked closely with the team throughout the initial ideation and creation stages for the International campaign materials. They operated as the central creative hub, liaising and delivering ready-to-go localised campaign materials to our European market contacts, which they loved, and the campaign across Europe was a huge success!

Claire Philips, B2B Global MarCom Manager – Systems at Philips Lighting

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