CASE STUDY: Oze lights up Indonesian villages with Philips energy-saving bulbs

Background

Indonesian ad agency Oze was appointed to increase sales and market share of Philips' energy-saving light bulbs among Indonesia’s rural and urban audiences while promoting its benefits.

Philips Indonesia has been working with Indonesia’s state-owned electric company PLN to build awareness of more energy-efficient lighting solutions by supplying energy-saving lamps.

The idea was to replace incandescent bulbs with energy-saving lamps to potentially save 320 MW of energy valued at US$488 million and another IDR220 billion (US$ 241 million) in fuel needed to generate this energy.

Strategy

Oze created a long-term integrated brand activation and communication promotion, titled Philips Berbagi Terang (Philips Share the Bright), for rural and urban consumers.

It consisted of a series of activities from August–November 2009, culminating in one big event – Hari Lampu Hemat Energi (Energy Saving Lighting Day).

All carried the same consistent through-the-line message encouraging consumers to replace incandescent bulbs with Philips energy saving lamps.

Execution

On-the-ground promotion activities were carried out in 24 sites in the cities of supermarkets and hypermarkets in three major cities, Jakarta, Surabaya, Bandung, including lucky draws and games.

Oze created the concept of a valet cashier that saw customers who purchased Philips Energy Saving Lamps fast-tracked through the check-out. 

Village roadshows were carried out in five rural villages to educate villagers about energy-saving lighting solutions and encourage greater involvement with Hari Lampu Hemat Energi (Energy Saving Lighting Day).

For the big day in each village, Oze organised free food bazaars, games, product demonstration booths and sales points, lucky draws and lively entertainment.

Philips also contributed a percentage of Energy Saving Lamp sales during the event to improve village street lighting. A total of Rp.800.000.000 (US$ 82.000) was contributed.

Ten days prior to Energy Saving Lighting Day on 21 November 2009, Oze coordinated outdoor activities simultaneously across nine cities. Flyers were distributed that promoted the event and offered discounts to those switching from incandescent to energy saving lamps while entering them to a lucky draw.

The Energy Saving Village Awards Night was held at the Sheraton Hotel as a lead up to the main event.

The Awards were given to villages that had implemented the most effective energy saving lighting programmes. Five awards were presented and each winner received Rp30 million (US$3000) cash plus a trophy.

The main event, Energy Saving Lighting Day, consisted of a grand bazaar and entertainment from popular local and national bands as well as games, trade-ins, quiz shows and a graffiti competition around the ‘Share the Light’ theme.

The event was carefully-designed to enhance Philips’ green credentials, Philips’ “Share the Bright” brand personality and the cultural nuances and behaviour of the target market.

Results

Philips successfully gathered 12.525 incandescent light bulbs as trade-ins in the 10 days from pre-launch to the big event. Over 15,000 people attended the Energy Saving Lighting Day event.

Philips contributed a percentage of Energy Saving Lamp sales during the event to improve village street lighting. A total of Rp 800,000.000 (US$ 82.000) was contributed.