In the lighting category, all lights look the same. The challenge was to make our product stand out from the sea of sameness. Rather than competing with others in terms of product attributes, we want the user to enjoy energy savings even before they switch on the light.

Create awareness that the Philips Master LEDtube consumes 50% less energy compared to fluorescent lights.

We created a special packaging that highlights the energy-saving benefits of the LEDtube. We did away with the conventional cardboard box and designed our packaging to glow in the dark by giving it a photoluminescent coating. Consumers can enjoy additional light to be used wherever needed.

There was a pick-up in trade orders and we achieved 8% increase in sales. Demand for our LEDtubes exceeded other brands 3 to 1. Above all, there was a bigger awareness for LED lighting technology and Philips Master LEDtube gained top-of-mind recall when consumers made a purchase.