(Osram) Sylvania is a world leader in the manufacturing of innovative lighting solutions.

Sylvania is also the market leader in headlights and specialty lighting for automotive use.

Objective

Drive consumers to change their headlights before they burn out, to increase driver safety (and promote sales).

Approach

Design a touring expeirence - The Enlightenment Tour - to shine a light on the need.

Incorporate innovative technologies - from interactive product displays and to gamification elements - to demonstrate and differentiate headlight benefits.

Visit targeted venues, from sporting events to family-focused fairs and festivals, to spread the word and maximize results.

Results

Three years (and counting) of sustained touring, delivering over 200,000 targeted consumer interactions and millions of event impressions.

Measurable and noteworthy post-activation lift among key retailers in each market visited.

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