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Nov 27, 2018

Philips wins Dutch SponsorRing award for campaign ‘Philips and Rijksmuseum improve people’s lives in MR scanner’

Estimated reading time: 1-3 minutes


On Monday evening 26 November 2018, Philips and the Rijksmuseum were jointly awarded the SponsorRing award for their joint campaign ‘Using the power of art and music to improve MRI experiences’. Out of the 15 nominated cases of the total of 58 submissions, Philips and the Rijksmuseum emerged as winners in the Art and Culture category.


The core of the sponsor cooperation is the unique combination of the latest Philips digital MR solution, the Ingenia Elition 3.0T, with a special Ambient Experience theme called Dutch Masters. The aim of Ambient Experience is to make MRI scans more comfortable for patients and to improve the outcomes of the scans by creating an environment of dynamic light, projection and sound in the imaging room as well as in the MRI bore. This special Dutch Masters performance is a result of an extensive collaboration between Philips, the Rijksmuseum and the Rotterdam Philharmonic Orchestra, Academic Medical Center Amsterdam and Erasmus Medical Center (and Ogilvy).

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“Together with the Rijksmuseum, Philips helps to improve the lives of patients undergoing a MRI procedure,” said Werner Satter, General Manager of Healthcare Experience Solutions. “With Philips Ambient Experience, patients are able to select the Dutch Masters theme, experiencing art and music whilst being scanned. With this impactful collaboration of the Rijksmuseum, Rotterdam Philharmonic Orchestra, Erasmus MC and AMC Amsterdam we found another way to provide an improved and unique experience to patients and staff, while contributing to better outcomes with higher efficiency.  A wonderful example of partnering together! “


"In recent years, Philips has undergone a major shift and became a focused health technology company improving the lives of people across the globe," said Nathalie Lam, Head of Sponsorship at Philips. "Our strong partnership with the Rijksmuseum is a constant in supporting us on this journey. By combining the artistic impact of old masters, the beautiful music from the Rotterdam Philharmonic Orchestra and the science and clinical knowledge our AMC and Erasmus MC we have created a unique environment to improve the MR experience for patients. Furthermore, this collaboration is helping us to underpin Philips’ focus on health and create the right brand perception among our audiences.”


Learn more about the awarded campaign of Philips and the Rijksmuseum

Learn more about Philips Ambient Experience.

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Joost Maltha

Joost Maltha

Philips Global Press Office

Tel: +31 6 10 55 8116

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Saskia van Wezel - Maas

Saskia Maas

Philips Health Systems Benelux

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