|Client||HAVELLS SYLVANIA THAILAND|
|Category||A02. Best Use of Magazines/Newspapers|
|Title||TVC IN NEWSPAPER|
|Product/Service||SYLVANIA LIGHT BULBS |
|Entrant Company:||JEH UNITED Bangkok, THAILAND|
|Advertising Agency:||JEH UNITED Bangkok, THAILAND|
|Media Agency:||MEDIA INTELLIGENCE Bangkok, THAILAND|
||Executive Creative Director
|Konstant van Huyssteen
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.
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.