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Campaign Brand Refresh / Engagement: Trade Specifiers & Installers
Channels Brand Design / Media Planning, Public Relations & Content Marketing
/ Advertising / Exhibitions / Social Media / Awards

Background:

Kosnic Lighting is a leading designer, manufacturer and established expert in LED technology: lamps, luminaires and bespoke lighting solutions - for residential, commercial and the public sectors alike. Its products are widely recognised by trade professionals as amongst the most cutting edge, reliable and wide ranging.

Challenge:

The LED sector is crowded; populated with a mixture of long-established big lighting brands and numerous small/medium sized companies like Kosnic focused on product innovation and development. The sector is driven by purchasing issues such as the need for increased energy efficiency and cost savings, lower carbon footprint, plus the age-old sales headache of replacement new technology costing more than quadruple the old technology but with a financial payback over time!

Solution:

A workshop followed by individual meetings with key members of the business quickly identified areas for both refinement and improvement:

The campaign started with a review of the Kosnic brand including the logo. This led to the adoption of a new tagline to make a clear statement of intent to the market about Kosnic’s strength in product innovation: ‘a touch of brilliance’. Fresh brand templates were also created for various media channels: print and online advertising, collateral support. Increased awareness and engagement were delivered through an integrated PR and online/print advertising programme across all relevant trade titles. Case studies were researched and written, supported by quality photography art directed by our creative team, which ran as advertorials. This was supported by thought- leadership articles, and increased social media activity.

Industry Awards were also used as a way for the brand to promote its expertise in product development resulting in Kosnic winning the coveted title of ‘Innovative Product of the Year (Lamps & Luminaires)’ at the Electrical Industry Awards 2015, run by Electrical Times Magazine.

Other activities include exhibiting at LuxLive and arranging a seminar speaker spot for MD, WenTao Kuang, who ran a session on ‘Driver-on-Board Technology’.

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