LIGHTED SIGNAGE
| Client | FIREFLY ELECTRIC AND LIGHTING |
| Product | FIREFLY BULB |
| Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Type of Entry | Use of Media |
| Category | Best Use of Standard Outdoor |
| Title | LIGHTED SIGNAGE |
| Product/Service | FIREFLY BULB |
| Entrant Company: | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Advertising Agency: | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Media Agency: | PHD MEDIA NETWORK Makati City, THE PHILIPPINES |
| Credits |
| Melvin Mangada \ Badong Abesamis |
TBWA\SANTIAGO Mangada Puno |
Creative Directors |
| Badong Abesamis |
TBWA\SANTIAGO Mangada Puno |
Copywriter |
| Catherine Kho |
TBWA\SANTIAGO Mangada Puno |
Art Director |
| Portia Catuira |
TBWA\SANTIAGO Mangada Puno |
Account Supervisor |
| Marga Javier |
TBWA\SANTIAGO Mangada Puno |
Account Manager |
| May Dalisay |
TBWA\SANTIAGO Mangada Puno |
Print Producer |
| Romar Quiroz |
TBWA\SANTIAGO Mangada Puno |
Final Artist |
Results and Effectiveness:
A UAI (Usage Attitude Image) brand study is currently underway, and toplines have started to trickle in. There are indications that consumers are beginning to associate Firefly with being 'longer lasting' a sure offshoot of the tactical effort.
Creative Execution:
The city is littered with advertising signages, ordinarily always lit. The team thought: what if we made use of this medium to demonstrate Firefly's longevity, by depicting the consequence of using a competitive brand?
Insights, Strategy and the Idea:
Flourescent Lights in the Philippines are notorious for quickly burning out. This offered a great opportunity for Firefly, a lighting brand, to claim the territory of longevity, making its rise above competition who came ahead of it in the marketplace.