Initial Conditions
OSRAM, one of the UK's largest manufacturer of energy saving light bulbs has appointed Chaos Design to rejuvenate their professional communications. In a bold new B2B initiative, OSRAM chose to run a nationwide brand awareness campaign through their wholesale channel in the UK. Although sales for energy saving light bulbs have soared in recent years, OSRAM's new, improved and expansive portfolio of products required clearer marketing, to better educate and support sales. OSRAM felt that although they are massive player in the lighting market, they had not maximised the potential of their brand and therefore were not getting the recognition in the channel that they desired and deserved.
Chaos Thinking™
The B2B remit was to develop a sales promotion campaign - suite of sales tools, promotional and informational materials along with an online incentive scheme for over 600 wholesalers nationwide. The campaign strategy began with a new, succinct and engaging proposition to underpin all communications; 'Getting Light Right' – a strong message that breaks down into 3 key messages for the target audience:
- Make the right choice in lights and lighting solutions
- Pick the right light for a particular application
- Choose a light that's right for the environment
Artificial lighting accounts for 19% of worldwide electricity consumption and over 60% of lighting is old, energy-inefficient technology. Lighting is still perceived as a ‘commodity product’, so it can be difficult to create interest in new technology, environmental benefits and cost savings. This made our task challenging – the campaign had to differentiate OSRAM’s products and to clearly sell their benefits and raise awareness from distributor to dealer to contractor. Chaos planned a push/pull campaign with high stand-out accordingly.
Creative Enablement™
The visual language of the campaign was extremely important; visualising growth and environmental responsibilities through strong graphical representation; moving away from their more traditional photography based lifestyle/product images. The graphics depicted increase savings, reduced carbon footprint and maximum reliability, using light bulbs to tell a story. An adaptation of a light bulb illustrated as part of a footprint was introduced as the hero graphic; its clear representation of a carbon footprint made it a natural lead image across all communication and has been universally taken on board by the dealer channel.
Chaos introduced a swathe of bright, vibrant colours to identify each of the six product segments; pulling together the creative dynamics and providing easy navigation.
Lorraine Bergandy, Marketing Manager for OSRAM commented...
“The OSRAM Getting Light Right campaign material developed by Chaos provides a strong creative solution to help communicate simply the complexity of our energy saving range. It has really helped to drive sales of our sustainable products in the professional lighting sector in the UK. I would like to add that the Account management and professionalism from the team has remained outstanding throughout, thanks a lot, great job!!!”
Peter Campbell, Head of Creative & Brand Strategy, Chaos Design.
adds…
"Having both a personal and professional interest in environmental products and causes, it was great to work with OSRAM on this project. As a new client to Chaos, it was important that we quickly managed to understand both their products (of which they have over three thousand!) as well as understanding their brand. We’ve had great feedback on the campaign to date and also developed a more creative and contemporary visual language for the campaign, yet still stayed within existing corporate guidelines.”
The 'Getting Light Right' campaign is currently being rolled out through the distributor/dealer channel over February and March 2009, with the supporting channel incentive website www.osrampromotion.com designed and co-ordinated by Chaos.
Visit www.osram.co.uk
