The typical retail environment that the messaging would exist within led to the development of a concept that would use typical retail discount language, both verbally and visually, but use it as a misdirect for the real energy-saving message that the promotion was centred around. The execution included hanging the messages, front and centre, right on the product they were touting. The 80% off message wasn’t fully understood, until the shopper came closer to see the savings would be in energy.

The promotion proved to be a winner with the client, who has a good sense of humour, and a desire to make the retail experience more fun. Additionally, the energy-saving light bulb sales climbed 22% during the week-long promotional period, even without any true discounts or giveaways.