Despite being one of the best lightbulbs available, market challenges decreased awareness around GE’s HD Reveal bulbs. The messaging around these products was not connecting with consumers. In order to set the bulb apart as a premium offering and communicate its advanced technologies, GE needed a campaign that would drive more emotional appeal to re-engage prior loyalists and introduce new consumers to the brand.
Our strategy was to connect the unique lighting benefits of the HD Reveal bulb to enhance everyday tasks through the five senses. Since most purchases are unplanned, the impact of the campaign at point-of-sale was crucial. We worked to communicate playful language that was relatable yet inspiring. Our campaign, Vivid Wonders, succeeded at retail, creating a significant lift in sales.