Havells Sylvania – Meet Mister Jones

Client: Havells Sylvania
Brand/Topic: Lumiance Insaver LED
Date: October 2010
Region: Belgium, Finland, France, Germany, Italy, Netherlands, Spain, UK

Our mission
Announce the new Lumiance Insaver LED lighting fixtures as an alternative to standard CFL down lighters thanks to their “install & forget” solution.

We had to establish confidence in the product and position Lumiance as real player on the market by building an online presence.

Target audience
Country managers, the internal salesforce and distributors

Our approach
We invented Mister Jones, a constructor who, driven by his professional conscience, decided to verify by himself the remarkable quality and service life of a Lumiance Insaver LED fixture. The question was how long he could hang in there knowing these LED fixtures are meant to last…forever. So Havells Sylvania decided to make it as comfortable as possible for Mister Jones…

Via an emailing we invited people to visit Mister Jones’s website. In a series of movies and a “live” webcam you see a Mister Jones waiting for the lights to go out.

We could reactivate the campaign for specific occasions, such as Mister Jones’s birthday, New Year, or any other occasion.

Media used

  • Campaign website
  • Emailing
  • Print Ad
  • Product brochure and technical brochures
  • Product animations
Services Provided

  • Strategy
  • Art direction
  • Copywriting
  • Graphic design
  • Web design and programming
  • DTP
  • Movie production
  • Graphical animations
  • International account and project management