Advertising Campaign Strategy, B2C + B2B

Company Philips / Sector Electronics, Light Bulb & Lighting Manufacturing

Star Product and Advertising Creativity Fuel Portfolio Growth, Sales Up ⇧ 91%

by Christopher Vickers, Atlanta-based Brand, Advertising + Content Marketing & Communications Strategist & Creator

Background General Electric's dominance in the U.S. lighting business in awareness, attitudes and usage, key brand attributes and market share (49%) was so great that it successfully charged more for lesser (shorter life) bulbs. Philips’ sales were flat, and its managers were charged with increasing sales and market share relatively quickly.

Opportunity Our research revealed a younger target, men and women 25-44, primarily homeowners with kids who are more open-minded and interested in trying new products.

Philips makes a number of innovative products including a compact fluorescent bulb - the Marathon - which uses 75% less electricity and lasts up to five years.

Approach We developed and executed integrated campaigns (including TV, radio, print, digital and retail trade) which dramatized the extraordinary life of the Marathon, its convenience and cost-savings.

Outcome Philips’ brand equities, including associations with "Long Life" increased from 38% to 50%. Total sales (all consumer lighting, including the Marathon) increased during the initial advertising period 108% (vs. pre-period) and post-campaign consumer lighting sales were still up 91% over pre-period, one month after the first campaign ended.

National retailers Walgreen's and Target said their decision to start carrying Philips products nationally was due in part to our campaign. Adweek named the “College” TV spot a Best of the Week.

Agency Arnold Worldwide