Client: Kichler Lighting
Project: Product promotion
Choosing a light fixture is often an afterthought when compared to other home furnishings. So we created a positioning line and campaign that brought to life the importance light plays in a home. The campaign is built around funny, serious and a few not so perfect moments. Moments that families build memories around. All enhanced by the lights that make a house feel like home.
Kichler is a world leader in decorative lighting and ceiling fans. The Kichler® brand encompasses more than 3,000 products, including chandeliers, wall sconces, bath lighting, ceiling fans, under-cabinet lighting, landscape lighting, outdoor lighting, lamps, mirrors and accessories.
The client had two B2B distribution channels: home improvement center retailers and retail dealer lighting showrooms. The client was required to participate with Lowe’s in a B2C co-op advertising campaign in House Beautiful. But this could create a conflict with the marketing support offered to the retail dealer lighting showroom channel.
To maximize the Lowe’s media campaign effort and budget, we developed an idea that worked for both channels. The media spend was efficient and effective with placement as a series of sequential smaller ads rather than the traditional full page more costly ad format.
This consumer campaign was adaptable for both dealer lighting retailers and Lowe’s home improvement centers.
THE RESULT: the client solidified their relationship with Lowe’s that transitioned to a private label brand.
Print | POS | Collateral