The work aims to capitalise on a growing awareness of individualistic interior decoration in the urban market and will include a home décor portal - the first of its kind in China - in addition to an informative website and a series of promotional mini-dramas. The portal incorporates a social networking element, enabling potential consumers to consult professional interior designers, and features a virtual house with sixteen rooms, each installed by a different designer to provide inspiration for the use of colour in the home.
Philips’ LivingColors allows a total of 16 million colour combinations.
Visitors to the site are also invited to decide the outcome of the romantic mini-dramas by selecting one of their colours. In addition, a Christmas-themed component of the campaign offers an online psychological test to help determine the ideal gift for partners and friends.
The initiative was created in conjunction with Tribal DDB in China.
