Ace Hardware DM LIGHT BULB TESTER THAT MAKES A BRIGHTER WORLD by J. Walter Thompson Jakarta Indonesia



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Industry Electronic Devices & Home Appliances, Household maintenance & pet products
Media Direct marketing
Market Indonesia
Agency J. Walter Thompson Jakarta Indonesia
Executive Creative Director Ivan Hady Wibowo
Art Director Leonard Surya Wiguna, Sebastian Chendra, Selwyn Irawan Jwt Jakarta
Copywriter Ratna Puspita
Photographer Utomo Rahardjo Digital Active, Peddy Suryadinata
Released January 2011

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Product/Service: LIGHT BULB
Agency: JWT
Date of First Appearance: Jan 28 2011
Entrant Company: JWT, Jakarta, INDONESIA
Executive Creative Director: Ivan Hady Wibowo (JWT)
Art Director: Selwyn Irawan (JWT)
Art Director: Sebastian Chendra (JWT)
Art Director: Leonard Wiguna (JWT)
Copywriter: Ratna Puspita (JWT)
Print Producer: Budi Mulianto (JWT)
Photographer: Peddy Suryadinata (Clarissa+Peddy Photography)
Photographer: Utomo Rahardjo (Digital 217)
Digital Artist: Taufik Myman (Canla)
Digital Artist: Poso Marwan
Media placement: Packaging Design - Ace Hardware Store - 28 January 2011

Describe the brief/objective of the direct campaign.
Buying bulb can be an unpleasant, time-consuming experience. People have to take the bulb out of its box to test whether it can work properly or not. The conventional packaging does not reflect the product claim as an Innovative and Energy Saving technology. Therefore, KRISBOW wants to create a problem solution for the customers as well as to increase brand awareness.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The key objective is to represent Krisbow as the innovative, energy saver bulb that really understands their customer problem. By creating a solution, Krisbow wants to increase trials, push immediate buying and boosting up the sales.
Challenges: Small budget of promotion

Explain why the creative execution was relevant to the product or service.
We create a new packaging that demonstrates KRISBOW as the best choice for Innovative and Energy Saving bulb, by creating cityscape with little holes as the buildings' windows on its box. With the box’s holed-base, people can simply test the bulb only by pulling out the bottom part, without having to take it out of its pack. And as the lamp being tested, the light will fill the buildings’ windows to let people instantly experience how KRISBOW answer their claim as the innovative, energy saver bulb that bring us to a brighter world.
In addition to the in-store promotion we also had an activity happening during the launch of the new design. On the booth there was a hotline 1800-ASK-ACE or 0-800-1-275-223 and website that people could make enquires.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
People actually prefer to test KRISBOW bulbs more than testing other bulb brands displayed. They also find buying bulb now is a more fun thing to do. With zero cost communication, sales increase up to 23,3% and they even keep the bulb in its box and make the whole packaging as their table lamp.