Lighting Warehouse: FLICKERING NEON BUS STOP, 1

Credits & Description:

Client LIGHTING WAREHOUSE
Product NEON
Entrant ACW GREY TEL AVIV Tel Aviv, ISRAEL
Type of Entry Best Use Of Media
Category BEST USE OF OUTDOOR
Title FLICKERING NEON BUS STOP
Product/Service NEON
Entrant Company ACW GREY TEL AVIV Tel Aviv, ISRAEL
Advertising Agency ACW GREY TEL AVIV Tel Aviv, ISRAEL
Media Agency MEDIACOM ISRAEL Tel Aviv, ISRAEL
Noa Dekel Acw Grey Tel Aviv Planning
Mor Reuvani Acw Grey Tel Aviv Account Supervisor
Anat Leventon Acw Grey Tel Aviv Account Executive
Shlomi Yerushalmi Acw Grey Tel Aviv Art Director
Shay Chikotay Acw Grey Tel Aviv Copywriter
Moti Rubinstein Acw Grey Tel Aviv Creative Director
Tal Riven Acw Grey Tel Aviv Executive Creative Director
Results And Effectiveness:

Our idea was simple and elegant- a message that's clear and straightforward – Lightning Warehouse is the place to go when you need a new bulb. We wanted the public to understand the message, as they were passing the street or driving by, and didn't need to linger on the poster. We managed to do just that - Store sales went up by 32%! Leading radio stations, blogs and news sites turned our idea viral and sent our message to many potential customers. The public loved the creative idea and generated countless discussions on the matter in the social media arena.
Creative Execution:
Our product was part of the media, it was already there and we just needed to emphasize its existence to the public. This solution gave us a creative edge we just couldn't refuse. We wanted to stand out and catch the eye of our audience. So instead of thinking of a poster advertisement, just like most marketers do, we went bold - literally. We realized that by NOT posting a full-on poster that we would contribute to the promotion even more. We switched one of the bulbs with a flickering old one and added a small sticker with the text: 'Fluorescent light bulb - 6 shekels. Lighting Warehouse'). The surprising execution made the publication noticeable and the minimal effect appealed to a vast amount of relevant audience (anyone that crosses the street). The campaign continued for 10 days and was seen in over 50 bus stop signs all over Israel.
Insights, Strategy And The Idea:
With this campaign we wanted to communicate to potential consumers the fluorescent light bulb sale, position our brand as Israel's leading lighting solution chain store and become the top-of-mind brand of their pick (in order to increase sales). We acknowledged that light bulbs are part of structure in bus stop signs, which our audience is exposed to on a daily basis and so we decided to make use of the available utility and make it the selected media. This technique allowed us to present to the public how they can integrate the product into their lives, thus raising the relevant level to them. Since we needed to find a unique and creative method to market an everyday commodity product, to versatile consumer groups, using a low budget, we decided to present the light bulbs as is, in a straight and innovative tactic that positioned the chain as different and original.