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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

TVC IN NEWSPAPER

ClientHAVELLS SYLVANIA THAILAND
CategoryA02. Best Use of Magazines/Newspapers
TitleTVC IN NEWSPAPER
Product/ServiceSYLVANIA LIGHT BULBS
Entrant Company:JEH UNITED Bangkok, THAILAND
Advertising Agency:JEH UNITED Bangkok, THAILAND
Media Agency:MEDIA INTELLIGENCE Bangkok, THAILAND
Credits
Name Company Position
Jureeporn Thaidumrong JEH United Executive Creative Director
Komsan Wattanavanitchakorn JEH United Creative Director
Nittha Pruksacholavit JEH United Art Director
Thanachai Shavitranuruk JEH United Copywriter
Konstant van Huyssteen JEH United Creative Planner
Trairong Kongthai JEH United Art Director

Results and Effectiveness:

The gag got their attention, then the ad changed their behavior: People phoned the newspaper and Sylvania, asking details about the "newspaper television ad". Afterwards, during the two months period when then ad ran, sales increased from an average of 10,000 units per month to 60,000. It is estimated that 70% of Thai homes now use Sylvania CFLs (compact fluorescent lights) as their primary light source.

Creative Execution:

Take a television ad off television and put it in the newspaper. The ad talks about how much energy was saved by watching the ad in the newspaper and how fast energy savings ad up when people works together, leading into how much energy Thailand can save when everyone replaces traditional light bulbs with Sylvania CFLs.

Insights, Strategy and the Idea:

To make people think about their energy consumption, leading them to change from traditional to energy-saving light bulbs.