Back in 1879 Thomas Edison invented the first commercially practical incandescent lamp. Over a century later, the company he helped to create, General Electric, is still bringing light to our world and they are developing new lighting technologies that operate with more efficiency, less cost and less environmental impact than ever before.

GE’s Watt-Miser range of fluorescent lamps are designed to use 5% less energy than similar products on the market and help reduce an organisation’s carbon footprint. Our brief was to launch the first of these new lamps, the T5 Watt-Miser and to promote GE’s commitment to ecomagination, their business initiative to develop products and services that are as economically advantageous as they are ecologically sound.

A variety of target audiences were identified including, facility managers, managing and financial directors, lighting designers, specifiers and electrical wholesalers. The overall brand message of ‘lighting solutions for a better environment’ set the framework for the campaign. However, the financial benefits of switching to energy efficient lighting were quickly identified as the key deciding factor for change.

The simple and hard hitting ‘3 months free office lighting’ proposition deliberately set out to avoid the cliche ‘eco-friendly’ approach often used when promoting energy efficient products. Working alongside GE’s public relations agencies, Juice delivered a co-ordinated, cross media pan European advertising and marketing campaign.

This campaign creative for GE’s Watt-Miser and Longlast lamp ranges was targeted at lighting professionals and ran in the lighting trade press magazines.