When was the last time you looked up at your lightbulb? Do you even recall what brand of lighting you are using? The truth is lighting is invisible. Nobody cares about it until it goes out. And the first thing consumers do when it goes out is to take the broken bulb, bring it to the store to get the exact same one replaced.

With this replacement mentality ingrained in consumers’ minds, we had a lot of convincing to do to motivate them to consider upgrading to intelligent lighting. Our objective was to drive consideration for purchase and increase sales for a bulb whose starter kit costs over SGD500, at least 17 times more than the one they are using right now.

At the introduction of the play, we surprised audiences with the fact that they could control the stage lighting, which were Philips Hue lights. Given the Philips Hue app at timed intervals, members of the audience could choose a Hue mood, which changed the set lighting in real-time, causing the improv actors to act accordingly. The stunt was performed several times with audiences over the course of 2 days. The experience was documented and featured online. To deliver the same engaging experience online, 3 alternate endings of the play were also presented – where viewers were prompted at the end of the video to choose a Hue mood, determining the finale and the very fate of Romeo & Juliet.