Boosting
reputation
with content
Philips - Made in 040
Challenge
Philips faced a significant business challenge in engaging younger audiences, as research revealed that Millennials and Generation Z had low awareness of Philips’ transition into a health technology company. Additionally, despite consistently ranking highly in global reputation studies for 15 years, Philips struggled with lower sustainability reputation scores, impacting brand perception and long-term customer loyalty.
Solution
Based in Eindhoven, Creanza harnessed its local expertise to craft the Made in 040 campaign. Playing on the city’s iconic area code (040), we blended storytelling with high-quality content to boost awareness, to create a series of films. Weaving Eindhoven’s spirit into every frame, the campaign transformed local pride into a powerful narrative, capturing the essence of a city that thrives on creativity and progress.
Results
Through strategic content marketing, Creanza helped Philips successfully enhanced its reputation among younger generations, increasing awareness of its evolution into a health technology leader. Engaging storytelling and targeted campaigns helped bridge the perception gap, improving sustainability reputation scores and reinforcing Philips’ commitment to innovation and environmental responsibility.
Philips
Made in 040
Case study
A few years ago, Philips found itself at a crossroads with younger audiences. While the company had long been recognized as a leader in innovation, research revealed that Millennials and Generation Z were less aware of its transformation into a health technology powerhouse. Despite consistently ranking highly in reputation studies for over 15 years, Philips struggled to communicate its sustainability efforts effectively to these younger demographics, leaving a gap between perception and reality.
At the heart of Philips’ innovation lies Brainport, its largest global innovation hub in the Netherlands. Here, thousands of employees work across research, development, design, production, and commercial teams, shaping the future of healthcare. The High Tech Campus in Eindhoven and the cutting-edge facilities in Best serve as key locations where groundbreaking health technologies take form - advancing everything from life-saving imaging systems to sustainable medical solutions. Yet, despite these efforts, the challenge remained: how to tell this story in a way that truly resonated with the next generation.
Philips
Made in 040
The strategy
Enter Made in 040. More than just a campaign, it was a tribute to the deep connection between Philips and Eindhoven, where innovation runs through the city like an electric current.
The “040” in the name, a nod to the region’s area code, symbolized the company’s local roots and global impact. Through powerful storytelling and high-quality content, this creative initiative sought to bridge the gap - bringing Philips’ cutting-edge health technology closer to a younger audience while celebrating the dynamic spirit of Eindhoven’s innovation culture.
Objectives
Engage with a younger audience, as research revealed that Millennials and Generation Z had low awareness of Philips’ transition into a health technology company.
“We knew that to truly connect with younger audiences, we had to meet them where they are - on social media. By breaking down the Made in 040 series into bite-sized, engaging snippets and pairing them with compelling articles, we brought Philips’ innovation story to life. This content-driven approach not only boosted engagement but also strengthened Philips’ reputation in health technology and sustainability among Millennials and Gen Z.”
Philips
Made in 040
Deliverables
Made in 040:
Het onzichtbare
zichtbaar maken
Made in 040:
Opereren (bijna)
zonder snijden
Made in 040:
De Europese top halen door het slimmer te doen dan de rest
Philips
Made in 040
Results Count
By leveraging a strategic content marketing approach, Creanza helped Philips successfully increase engagement with younger audiences, reinforcing its identity as a health technology leader. The Made in 040 campaign, along with targeted social media snippets and in-depth articles, helped bridge the awareness gap among Millennials and Generation Z.
As a result, Philips saw improved reputation scores in these key demographics, particularly in areas related to sustainability and innovation. The campaign not only strengthened brand perception but also positioned Philips as a forward-thinking, responsible company - one that resonates with the values of the next generation.
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