Breathless Choir

by Ogilvy & Mather - London

Imagine trying to sing when every breath is a battle.

This is the story of 18 strangers with one thing in common: breathing is a constant struggle. Led by world-renowned choirmaster Gareth Malone, they bravely come together to overcome their difficulties, conquer their fears and become the Breathless Choir.

With support of Philips SimplyGo Mini oxygen concentrator, the singers do what they never thought possible - perform Every Breath You Take on stage at the Apollo theatre in New York City. Their inspiring and emotional journey demonstrates Philips’ belief that through innovation, there’s always a way to make life better.

The campaign had over 15 million views driving a 97% increase in traffic to the Philips Living Labs website and the campaign enjoyed a 20% share rate and over 650,000,000 media impressions. The campaign generated a 14% rise in revenue in Q4 over Q3 (a record high) for Philips portable oxygen devices and increased Philips to #1 leadership position in customer satisfaction by an amazing 15% points (Net Promoter Score).

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