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.

WIDENING THE REACH
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).

LIGHTING THE UNIVERSE

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.


Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.