|Product / Service||ELECTRONICS PRODUCT|
|Category||A02. Ambient media: small scale (incl. premiums and giveaways)|
|Entrant||JWT JAKARTA, INDONESIA|
|Entrant Company||JWT JAKARTA, INDONESIA|
|Advertising Agency||JWT JAKARTA, INDONESIA|
|Ivan Hadywibowo||JWT Jakarta||Executive Creative Director|
|Marsha Savira||JWT Jakarta||Copywriter|
|Erwin Santoso||JWT Jakarta||Art Director|
|Shinta Prasethyo||JWT Jakarta||Art Director|
|Selwyn Irawan||JWT Jakarta||Art Director|
|Nina Rakhmatika||JWT Jakarta||Executive Producer|
|Budi Mulianto||JWT Jakarta||Print Producer|
|Sherly Basri||JWT Jakarta||Account Director|
|Utomo Rahardjo||Digital Active||Photographer|
|Andrew Lie||Digital Active||Photographer|
|Shelly Lie||Digital Active||Production Producer|
Testing light bulbs before buying them is a common practice in Indonesia. A habit that is time consuming and causes hassle for the consumers as they need to take out the light bulb from its packaging to make sure it works.
We printed hidden graphics using black ink on a film roll, which is then layered inside the die-cut packaging. This unconventional printing technique, combined with the brightness of the light bulb, enables the graphic to turn into an x-ray vision revealing hidden cheeky stories, giving the customers a fun experience every time they turn on the lights.
We developed a series of packaging design that does not require the light bulb to be taken out for testing.
With a simple adjustment towards the packaging, an unknown brand such as Leuch'Tech managed to enter a diverse market and gained 2.7% market share against the leading brands in Indonesia within three months.