LIGHTED SIGNAGE

TitleLIGHTED SIGNAGE
BrandFIREFLY ELECTRIC AND LIGHTING
Product / ServiceFIREFLY BULB
CategoryA03. Best Use of Standard Outdoor
EntrantTBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Entrant Company:TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Advertising Agency:TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Media Agency:PHD MEDIA NETWORK Makati City, THE PHILIPPINES

Credits

Credits

Name Company Position
Melvin Mangada \ Badong Abesamis TBWA\SANTIAGO Mangada Puno Creative Directors
Badong Abesamis TBWA\SANTIAGO Mangada Puno Copywriter
Catherine Kho TBWA\SANTIAGO Mangada Puno Art Director
Portia Catuira TBWA\SANTIAGO Mangada Puno Account Supervisor
Marga Javier TBWA\SANTIAGO Mangada Puno Account Manager
May Dalisay TBWA\SANTIAGO Mangada Puno Print Producer
Romar Quiroz TBWA\SANTIAGO Mangada Puno Final Artist

Results and Effectiveness

A UAI (Usage Attitude Image) brand study is currently underway, and toplines have started to trickle in. There are indications that consumers are beginning to associate Firefly with being 'longer lasting' a sure offshoot of the tactical effort.

Creative Execution

The city is littered with advertising signages, ordinarily always lit. The team thought: what if we made use of this medium to demonstrate Firefly's longevity, by depicting the consequence of using a competitive brand?

Insights, Strategy and the Idea

Flourescent Lights in the Philippines are notorious for quickly burning out. This offered a great opportunity for Firefly, a lighting brand, to claim the territory of longevity, making its rise above competition who came ahead of it in the marketplace.