OSRAM SYLVANIA BEGINS CAMPAIGN
By Adnews Staff
Toronto agency Campbell Michener & Lee has developed a new campaign for lighting products manufacturer Osram Sylvania of Mississauga. The campaign uses in-store materials and outdoor signage in an effort to increase brand awareness of Osram in Canada. The creative depicts a wolf at night howling under a Sylvania "Mini-Spiral" fluorescent light bulb. The copy reads, "See the world in a new light." In-store materials including banners, buttons, counter cards, shopping bags, product stickers and floor stickers have been distributed to retail stores including Home Hardware, Pro Hardware, Reno Depot, Rona, Sears, Home Outfitters and the Building Box. Backlit signs at movie theatres and other public locations in Toronto, Montreal and Vancouver incorporate panels by which light up when triggered by a viewer. The creative will also be used on the company's transport trailers. "The objective of the campaign is to create greater consumer awareness of the new options in lighting presented by Sylvania's products," said Laura Fuller, manager of marketing communications at Osram Sylvania.