Ace Hardware: LIGHT BULB TESTER THAT MAKES A BRIGHTER WORLD

Credits & Description:

Category: 3D Structural Design

Advertiser: ACE HARDWARE INDONESIA

Product/Service: LIGHT BULB

Agency: JWT

Date of First Appearance: Jan 28 2011

Entrant Company: JWT, Jakarta, INDONESIA

Executive Creative Director: Ivan Hady Wibowo (JWT)

Art Director: Selwyn Irawan (JWT)

Art Director: Sebastian Chendra (JWT)

Art Director: Leonard Wiguna (JWT)

Copywriter: Ratna Puspita (JWT)

Print Producer: Budi Mulianto (JWT)

Photographer: Peddy Suryadinata (Clarissa+Peddy Photography)

Photographer: Utomo Rahardjo (Digital 217)

Digital Imaging Artist: Taufik Myman (Canla)

Digital Imaging Artist: Poso Marwan

Media placement: Packaging - Bulb Retailers, Supermaket - Dec 30, 2010



Describe the brief from the client

Buying light bulbs can be an unpleasant, time-consuming experience. People have to take the bulb out of its box to test whether it can work properly or not. The conventional packaging does not reflect the product claim as an Innovative and Energy Saving technology. Therefore, KRISBOW wants to create a problem solution for the customers as well as to increase brand awareness.



Describe the challenges and key objectives

The key objective is to represent Krisbow as the innovative, energy saver bulb that really understands their customer problem. By creating a solution, Krisbow wants to increase trials, push immediate buying and boosting up the sales.

Challenges: Small promotion budget.



Describe how you arrived at the final design

We created a new packaging that demonstrates KRISBOW as the best choice for Innovative and Energy Saving bulb, by creating a cityscape with little holes as the buildings' windows on its box. With the box’s holed-base, people can simply test the bulb only by pulling out the bottom part, without having to take it out of its pack. And as the lamp is being tested, the light will fill the buildings’ windows to let people instantly experience how KRISBOW answer their claim as the innovative, energy saver bulb that bring us to a brighter world.



Give some indication of how successful the outcome was in the market

People actually prefer to test KRISBOW bulbs more than testing other bulb brands displayed. They also find buying bulbs a more fun thing to do. With zero cost communication, sales increase up to 23.3%, and they even keep the bulb in its box and make the whole packaging as their table lamp.