The Ambilight television from Philips provides a continuous surround lighting effect by projecting light independently from all four sides of the screen. The challenge for leading point of purchase agency, id*a, was to create an appropriate environment to successfully demonstrate Ambilight in 106 Curry’s stores.
The display is surrounded by an integrated canvas that concentrates the light effect around the set creating the impression that the screen is floating when wall-mounted.
The canvas offered unrivalled flexibility by allowing the consumer to mount the set wherever they desired – and still benefit from the white surround that enhances the full impact of Ambilight.
Recreating the very atmospheric domestic experience that Ambilight affords was not going to be easy in an already well-illuminated store setting. The product required its own wall where its benefits were communicated in a more sophisticated way.
id*a’s solution involved a white fixture wall from which to suspend the Ambilight using Philips’ own wall brackets, with a High Definition generator located in a box on the base plinth. A branded pelmet helped reduce glare from ceiling lights allowing the full effect of Ambilight to be seen.
Consideration was taken with regard to the retailer by fitting Dixon Store Group point of sale panels. The overall look used clean lines to feature three screens simultaneously with the light effect given maximum visibility.
The timing of this project was key, as Philips was keen to ensure that the finished displays were in store for the start of the World Cup. This was possibly the main sales opportunity for flat screens through the year and was made doubly crucial given Philips role as a World Cup sponsor.
id*a achieved 100% compliance via expert teams of fitters visiting stores and tailoring equipment on site to suit six different store formats. Careful handling was a given!
A spokesperson for Philips, Europe’s leading flat TV manufacturer said: “Sales of Ambilight exceeded targets, with one million product set to be sold by the end of 2006. Because of that and to tie in with this campaign, we have briefed id*a to develop a range of fixture enhancements including innovative illuminated headers using new technology sourced from the Far East to create moving images.”
Senior Category Product Manager – LSTV, David Bland added, “I would also like to highlight the fact that in the past three weeks, we have achieved the highest levels of Ambilight sales ever within our business, in no small part due to the fantastic displays instore.”
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