Watch the video to be taken on a tour of a virtual Philips branded lighting department
The Brief
Begin transitioning consumers from the soon-to-be-banned incandescent bulbs to a full range of energy saving products. Communicate not only the need to change, and the benefits on offer, but also the variety of products available to fulfill consumer’s energy saving needs.
Our Task
Create a campaign to build Shopper awareness of the need to “switch” to energy saving bulbs.
Re-frame the light bulb category across major channels to provide clear differentiation between
energy saving technologies and their features and benefits.
The Strategy
Create a unique and fresh identity for Philips lightbulbs, and a campaign that builds awareness of energy saving products and the need to switch. Segment the category in a way that makes sense to Shoppers and engage them with the features and benefits of each segment.
The Results
Vivid Brand won a DBA Design Effectiveness Award for this project. Click here to see the award winning submission.
This compelling, communications-led strategy turned light bulb purchasing into a rewarding experience and resulted in Philips total sales performing twice as well as the rest of the market, reaching its highest market share in Italy and France and reversing all distribution fears.
Creating a category story that European retailers wanted to buy into, encouraged customers to care about the environment and trade-up, which increased the retailers' bottom line.
Working in partnership with the client on a strategic level, with their customers (Retailers) across Europe to ensure successful implementation and crucially by planning and creating an in-store communications strategy around shopper insights that influenced shoppers at their moment of decision.
