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Client
Harvard Technology has remained an innovator in an extremely competitive lighting sector since 1993 through the design, development and manufacture of leading edge lighting solutions.
When the company launched the CoolLED range in 2009, even the team at Harvard Technology couldn't have predicted the huge success it would deliver. So, when they set plans to unveil the next generation CoolLED Pro range, some 8 years and 9 million global sales later, we knew only an equally cutting-edge launch campaign would do.
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Brief
• Create an exciting and effective campaign, introducing the new CoolLED Pro range
• Encourage people to attend the official launch of the CoolLED Pro range at LUX Live 2017
• Develop an original and visually appealing brand concept to support the campaign across digital and print media
• Educate target audiences about the benefits of the next generation CoolLED Pro range through a sustained multi-channel marketing campaign
• Develop engaging marketing collateral. Including: videos, GIFS, e-shots, brochures and data sheets
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Recommendations
• Design and develop a new CoolLED Pro brand concept highlighting the heritage CoolLED brand
• Plan and implement a strategic PR and media relations campaign targeting OEMs, including press releases and feature articles
• Design a visually engaging stand design for LUX Live 2017 to support CoolLED brand
• Plan and implement a social media teaser campaign pre-launch to create intrigue around the range and encourage attendees to the launch
• Design and populate a company newsletter centred around the CoolLED Pro range
• Create a content-led countdown to support the new product launch at LUX Live 2017
• Design a new dedicated CoolLED Pro webpage on the Harvard Technology website
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Results
• Visits to the CoolLED website increased by 21.06%
• Articles published in key journals targeting OEMs, including LUX Review and Lighting Insight
• Articles generated over £10,000 AVE (£32,127.39 - PRCA figure)
• 610 click throughs to website from social media
• New marketing collateral developed, including the Tech Times
