Capitol Lighting
2006 ReBrand 100 Winners > meritIndustry: Interior Design - Below: Before Image, Rebrand Images, Summary, Credits Summary: Challenge – Capitol Lighting is a chain of ten East Coast specialty lighting stores. The highly competitive marketplace is driven exclusively by price. Capitol’s longstanding ad campaign was old-fashioned and unresponsive to target needs. Increased relevance, differentiation and a modernized image were required. Strategy - Quantitative concept testing resulted in superior scores for “High quality brands at the guaranteed low price.” The brand was driven upscale, differentiating Capitol with wit and style. Clever headlines captured pop culture, ridiculed social taboos and capitalized on current events. Result - The stores experienced a twenty percent lift in sales during the campaign’s first year, 9/04-9/05. Capitol’s first-ever direct marketing program generated almost a million dollars in incremental revenue. The campaign has won numerous creative awards and praise ranging from recognition by the Thomas Edison Fund to the American Red Cross Hurricane Katrina Relief Fund for an ad which generated $30,500 in Capitol Lighting donations. Credits: Client: Capitol Lighting - www.1800lighting.com President: Herman Lebersfeld Vice President: Max Lebersfeld Vice President: Eric Lebersfeld Vice President: Ken Lebersfeld Ecommerce Manager: Brian Lebersfeld Creative Firm: Scheer Advertising Group - www.scheeradvertising.com Director of Strategic Development: Scott Lackey Account Supervisor: Theresa Kline Creative Director/Art Director/Copywriter: Jeff Griffith Copywriter: Tracy Spinney, Corinne Coates Art Director: David Cohen, Sanghee Jeon [back] |
