Phillips Lighting chose Primall Media, Primedia Unlimited’s shopping mall advertising specialist, to help consumers see the light when it comes to LED lamps.
Committed to sustainable lighting solutions, Philips launched a digital M-APP (interactive mall advertising screens) campaign to raise the profile of its LED lamp offering. Ultimately, the lighting giant wants consumers to associate the Philips brand with LED lamps.
Sustainability and respect for the environment are core values of Philips, which is why the company is focusing on LED lighting solutions. Philips LED lamps deliver exceptionally long life, significant energy savings, beautiful light and contain no mercury.
“A big, bold and bright message displayed on massive digital screens in key retail environments was used to switch on consumers’ energy-saving consciousness. The message communicated by Philips, ‘25 years till you change another bulb’, was designed to make consumers think about the initial cost of LEDs versus the product’s longevity. With the campaign running in shopping centres, consumers could take immediate action by adding LED lamps to their shopping cart,” says Primall Media’s head of sales and marketing, Lee Curtis.
The campaign ran for a period of four months in Sandton City and Nelson Mandela Square, Eastgate Shopping Centre, Menlyn Park and Cradlestone Mall, and targeted home-owners with a household income above R15 000.