The Advertising Message Was Light Bulbs That Last


The Advertising Message Was ˜˜Light Bulbs That Last

To introduce consumers to the new Philips long-life strategy, an advertising campaign called ˜˜light bulbs that last was created. Philipss advertising agency came up with a number of humorous television and radio commercials and magazine advertisements depicting situations in which a lightbulb had burned out. These advertisements were run in eight- to ten-week flights on introduction, and then periodically for about two years . The campaign was successful and won numerous advertising industry awards.

The Halogena television commercial showed a young man on a ladder that he had made out of a couch and a chair . His friend walked into the room and explained to him that if he replaced that lightbulb with a Halogena bulb, he would not have to go back up on that ladder for two years guaranteed . This advertisement was quite humorous and emphasized the two-year guarantee.

The Marathon television advertisements talked about the five-year guarantee. One commercial opens on an empty room from the vantage point of a ceiling lamp. Then you see a young man arriving at college, accompanied by his parents. Theyre carrying moving boxes. Next, you see the family walk into the empty dorm room. The overhead light is flicked on, and the bulb burns out. The father pulls a Philips Marathon bulb out of its box and screws this new bulb into the lamp fixture. As the commercial develops, you see the young man studying , at a sports victory party, playing his guitar, and slow dancing always from the vantage point of the bulb. Finally, you see him on graduation day in his empty dorm room, unscrewing the bulb to take it with him. The copy says, ˜˜He finished up in four . . . the bulb is on the five-year plan. The Marathon bulb by Philips.

As a second Marathon television commercial opens, you see a man in his mid-thirties climbing up a scenic mountain trail. He arrives at a rustic cabin at dusk. He then goes to turn on the overhead light and the bulb burns out. He is noticeably displeased. The man then checks a message on an old answering machine and sets down his old manual typewriter. During the commercial, he is directed by the phone message to various storage areas to check on amazing quantities of supplies .

˜˜Hi, its Gayle. Hope you found the place OK. Use the cabin for as long as it takes to finish the book. Youll find plenty of toilet paper in the closet . . . 400 pounds of dried beef in the cellar . . . loads of canned goods in the pantry . . . that should do it. Oh, yeah, theres a five-year supply of light bulbs in the top left drawer . Call me.

Its getting a bit darker as time goes by, and the man is visibly concerned about the lack of light inside. Finally, when he is directed to the drawer in the kitchen, you see one bulb. Eventually light is restored to the cabin, and all is well. A voice-over says: ˜˜The Marathon bulb by Philips. Good for five years. Guaranteed. That should be long enough. Philips. Light bulbs that last.




Powerhouse Marketing Plans(c) 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge [... ]aigns
Powerhouse Marketing Plans(c) 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge [... ]aigns
ISBN: 735621675
EAN: N/A
Year: 2006
Pages: 172

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