Growth in the UK gardening market has blossomed over the past few years, not only green stock, but with demand for outdoor furniture and all things for consumers to make more of their outside spaces.
Philips invited us to look at how they could make a big splash with their outdoor lighting portfolio, ranging from long lasting LED luminaires, to easy stick-in-the-ground solar solutions.
After going the groundwork researching the market and retail environment, our approach for the communication strategy was to get into the emotional mindset of the target audience, identifying that lighting is one of those essential things in life missing once you’ve mowed the lawn, fired up the BBQ and then sat down in your nice new garden furniture only to realise you can’t see what you’re doing or if your sausages are cooked!
The umbrella message needed to be inclusive, inspirational and engaging to all consumers wanting to make more of their outdoor living space, be it a large garden, a small balcony or roof terrace. Identifying different occasions to enjoy the great outdoors, Philips style of communication is aimed to inspire first, then inform and influence customers in a way that no-one else does.
Outdoor living is a vast subject, so we took our core message of ‘Enjoy your great outdoors’ for key collateral, then extended the campaign into the different key occasions, different consumer groups and finally, the different technologies to make it relevant and meaningful to the target audience. A 360° flexible solution to prompt an emotionally meaningful connection with the brand through all touch points.
In-store aisle fins, outer facias with key bold messaging and aspirational imagery, the inside simply explaining the technologies.
With the excitement of the campaign concepts growing, there was a unique opportunity to take the campaign elements to customers (retailers and consumers) at Glee exhibition in Birmingham. Challenging preconceptions of outdoor lighting solutions to consumers and demonstrating the scalability of the campaign to retailers, it was met with huge amounts of interest and buy in from John Lewis, B&Q and Argos just to name a few.
So how do you show the effects of lighting in a bright exhibition space or retail environment? Solution: we created a series of rustic enclosed spaces using wooden crates to let each product within the range shine. A series of different zones were created through the use of authentic props to inspire consumers and show real life application. Finally, a printed brick wall served to put security lights in the portfolio into context. Everybody agreed that this simply translates to any retail space as it’s portable and scalable.
Gardening guru Chris Beardshaw is endorsing how consumers can make the most of their gardens through lighting. Look out for his radio and magazine interviews impart his expertise further with garden specific hints and tips to help you enjoy your great outdoors.
Heike Wiesner, Consumer Marketing Manager, Philips Lighting
A campaign to help people to discover outdoor lighting, demonstrating how the Philips range gives them the opportunity to improve and enjoy their outdoor living space.