2009 PR News CSR Award: Product Design/Redesign

OSRAM SYLVANIA and Weber Shandwick for SYLVANIA Micro-Mini: All Green Hands on Deck!

Thanks to the green revolution that has infiltrated consumer consciousness, there has been an surge in the usage of energy-efficient compact fluorescent light bulbs (CFLs) and light emitting diodes (LEDs). Taking note of this trend, lighting manufacturer OSRAM SYLVANIA (OSI) enlisted Weber Shandwick to highlight its new CFL products, such as its micro-mini Twist, for the global strategic media, consumer and b2b audiences. The overall mission was to reposition OSI as a major player in green technologies.

To heighten OSI’s voice in leading business media, Weber Shandwick took the company’s leaders on the road, securing commentary coverage and features with CNN, the Wall Street Journal and Washington Post. The trade show market was also another area leveraged by the agency. Here, industry influentials were given visits to R&D facilities to showcase the depth and breadth of OSI’s technology.

As for consumer media, Weber Shandwick teamed OSI with actress Kelly Rutherford of TV’s Gossip Girl fame, to launch the micro-mini Twist CFL on Earth Day 2008. A proponent of “green” living, Rutherford introduced the new CFL via a media briefing and photo opportunity (which dovetailed with her show’s season premiere).


Surpassing expectations, Weber Shandwick increased media placements for OSI by more than 70% in 2008. Overall, the campaign generated 66 million traditional media impressions bearing OSI’s messages.

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