A sample flickering lighted signage installed for Firefly Lighting.
THE MEDIUM IS THE MESSAGE
BACKGROUND/ STRATEGY: Fluorescent lights in the Philippines are notorious for quickly burning out. This offered a great opportunity for Firefly, a lighting brand, to claim the territory of longevity, making it rise above competition who came ahead of it in the marketplace.
IDEA: The city is littered with advertising signages, ordinarily always lit. The team thought: what if we made use of this medium to demonstrate Firefly's longevity, by depicting the consequence of using a competitive brand?
RESULTS: A UAI (Usage Attitude Image) brand study is currently underway, and toplines have started to trickle in. There ore indications that consumers are beginning to associate Firefly with being 'longer lasting,' a sure offshoot of the tactical effort.
Advertising Agency: TBWA Santiago Mangada Puno, The Philippines
No comments:
Post a Comment