Challenge
Light, Your Way Light gives us life. Bringing light into the world is Sylvania Lighting’s core purpose, but competing against well-known brands, the company wasn’t well known for the cutting edge solutions it could provide. Together with Stein IAS, Sylvania set out to take on their major competitors with a total rebranding. Stein IAS brought brand new positioning to life in an inspirational and engaging way at the Light + Building Expo. The campaign ‘Light, Your Way’ emphasized the uniqueness of Sylvania’s offering – they provide more value than simple lighting products, helping their customers towards a sustainable future with enlightening solutions suited to their particular paths. As well as providing the necessary platform to show their competitors that Sylvania should be taken seriously, the campaign delivered some fantastic results and the customer response was the biggest reward of all. The Background Sylvania has always focused on finding real world solutions for customers’ needs, while remaining iterative and progressive. The company’s goal is the customer’s goal. Whether focused on cost savings, sustainability or business growth, human centricity remained at the forefront. In a crowded market, Sylvania needed a simple yet creative idea that would break through the noise. Stein IAS had the answer. The Challenge Our strategy was clear: connect Sylvania to aspirational, big-picture ideas around the power and potential of lighting. We would then connect that brand-level, issues-driven awareness down to sector specific demand campaigns. But with fewer resources and bigger competitors leading the market, getting Sylvania’s voice heard would not be easy.
Solution
We brought Sylvania’s “big-picture solutions” messaging to launch front and center in their biggest platform of the year – the Light + Building Expo. We showed Sylvania’s distinctive offering by constructing attention-grabbing lights for Sylvania’s booths in the style of scaled down, well-lit office buildings and illuminated shipping containers to connect with their varied target audiences. A press conference hosted by Sylvania’s CEO led the conversation, announcing Sylvania’s new purpose and goals to the industry. A heavy social presence leading up to the event created noise and excitement, sparking interaction through a cadenced, video-driven campaign. To drive demand, a pre-event briefing pack provided potential customers with a one-stop-shop for information. This was followed by face-to-face introductions revealing the customer-centric ideas Sylvania embodies, and interactive stands drove interested attendees to indoor and outdoor booths.
Results
With double the amount of site traffic post-event, 50,000 video views via social media, more than 550k impressions in additional combined media, and up to 20% CTR for content, the impact of the campaign was clear to see. Light, Your Way generated excitement, engaged customers and enabled Sylvania to position themselves as a leader amongst their competitors, bringing a new era of solutions-based lighting with them.
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