Philips Canada begins simplicity campaign
By Adnews Staff
Consumer electronics company Philips Canada has begun a street campaign called “Random Acts of Simplicity” in Toronto and Montreal. Each Wednesday from Oct. 18 to Nov. 8, a group of promotional workers called the “Philips Simplicity Squad” will distribute prizes to pedestrians that are intended to simplify their lives. These include maid service for a day, at-home hair and cosmetics application and a helicopter ride to work. The company has also constructed an installation at Toronto’s Pearson International Airport called the “Philips Simplicity Environment.” This is a 10’ by 20’ space in which travellers can sit in white armchairs, access the Internet, charge their cellphones and examine a number of Philips products, including ambient LED lighting systems and flat-screen television sets. Visitors can also enter a draw for one of three Amblight TVs. The space will remain at the airport until Jan. 11, 2007. “We are delighted that Philips has made Canada the worldwide pilot for the launch of the airport Simplicity Environment and Random Acts of Simplicity street campaign,” said Iain Burns, CEO of Philips Canada. “We are confident that this program will become a showpiece globally, while providing Canadians with unique opportunities to experience sense and simplicity first-hand.”