Title | LIGHTEN UP |
Brand | LEUCH'TECH |
Product / Service | ELECTRONICS PRODUCT |
Category | A03. Use of Merchandising/In-Store Marketing |
Entrant | JWT JAKARTA, INDONESIA |
Entrant Company | JWT JAKARTA, INDONESIA |
Advertising Agency | JWT JAKARTA, INDONESIA |
Name | Company | Position |
---|---|---|
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 |
Digital Active | Researcher |
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 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.
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.