HAPPY NATURE LAMP by Scholz & Friends Berlin for Panasonic

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HAPPY NATURE LAMP

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Industry Household maintenance & pet products
Media Design & Branding
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Michael Winterhagen, Nils Busche
Art Director Walter Ziegler Serviceplan
Copywriter Michael Schoepf Serviceplan
Released January 2012

Credits & Description

Category: Sustainable Packaging
Advertiser: PANASONIC MARKETING EUROPE
Product/Service: PANASONIC ENERGY SAVING LAMP EFA8E27HD
Agency: SCHOLZ & FRIENDS BERLIN
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Michael Winterhagen (Scholz & Friends)
Creative Director: Nils Busche (Scholz & Friends)
Art Director: Walter Ziegler
Copywriter: Michael Schoepf (Scholz & Friends)
Art Buyer: Kirsten Rendtel (Scholz & Friends)
Print Agency Producer: Franziska Ibe (Scholz & Friends)
Account Manager: Salvatore Amato (Scholz & Friends)
Media placement: Package Design - Electrical Shops - 02. January 2012

Describe the brief from the client
To increase sales and to attract new target groups for the eco-friendly Panasonic energy saving lamps.

Describe the challenges and key objectives
At the point of sale, the selection of light bulbs is huge and the products are often exchangeable. Therefore, the fastest way to call the attention of electronic device customers to Panasonic energy saving lamps was a promotion packaging with an outstanding visual and sustainable idea.

Describe how you arrived at the final design
First, we needed to convince the customer of the sustainability of the product. Therefore, we developed a packaging, which does not end up in the garbage, but as a colourful lampshade on the ceiling. With designs on which the nature – in the truest sense – celebrates the eco friendliness of the customer.

Give some indication of how successful the outcome was in the market
The extraordinary packaging inspired retailers so much, that many of them presented it at premium in store placements. Another reason why our promotion packaging drew much more attention than the generic packaging of the competitors. During the promotional period over 50,000 units were sold – a more than 25% increase on the projected sales of 40,000 units.