Nom du projet
Engineering a light bulb moment
Multi Luminaire (now Multi Lighting) sells a wide range of light fixtures and home accessories for households and businesses across Canada.
In 2016, leading Quebec lighting retailer Multi Luminaire asked us to create a brand new awareness campaign to differentiate it from competitors and increase in-store traffic.
Research showed that consumers (mistakenly) expect to pay more in a specialty store than in a hardware store. They don’t realize that a wider product selection and expert service means they’re better off shopping at a specialist lighting store – and in particular at Multi Luminaire.
The retail ad space is crowded, and consumer attention in short supply. We decided to short-circuit the noise and take a moment to celebrate harmony and beauty. The goal? Envelop the audience in a rich atmosphere interspersed with strong brand associations.
We launched Multi Luminaire’s brand-new creative with three 30-second TV ads that delivered our product-centred message in two parts: a conceptual, attention-grabbing opening and promo-driven finale.
Each ad was set to original music to add dimension and texture to the overall mood.
The promo products featured in the ads were selected to target different market segments, and all sold out in just a few days. The sales jump was so impressive that Multi Luminaire opened a new store.
The retailer came back to us in 2017 for more ads – the highest compliment from a client!
“Focusing on esthetics can have its pitfalls for a retailer, but with Multi Luminaire we saw a rare opportunity to create a design-driven universe without sacrificing the end goal – sales. That’s because design, along with variety, plays a huge role in the client’s USP: beauty isn’t an afterthought, it signifies change, renewal, differentiation.”Mathieu Bédard, CEO, Camden