Another bright idea from James Halliday Events helped Philips forge a strategic ‘green’ partnership with major retailer Bunnings Warehouse on a project that put an environmental message in consumers’ heads, and more than 80,000 low energy light bulbs in their hands, as part of the NSW Government Greenhouse Gas Abatement Scheme to help combat global warming.
THE CHALLENGE
With Philips’ competitors focusing on distributing energy efficient product packs through shopping malls, we needed to secure a compelling, alternative mass-market consumer outlet. Then we had to create a strategic program to efficiently distribute Philips energy saver light globes sample packs throughout NSW, including encouraging recipients to sign a declaration to receive the packs in line with the IPART carbon-trading program.
OUR SOLUTION
Philips and James Halliday Events created a program in conjunction with Bunnings Warehouses to distribute Philips Energy Saver Sample packs in metropolitan and regional NSW.
Bunnings’ broad appeal, high customer traffic levels and isolation from shopping malls delivered a compelling point of difference and an ideal opportunity to capture a different market to competitors’ shopping centre-based programs.
JHE managed all project logistics, including delivering exhibition stands more than 42 Bunnings Warehouse stores throughout NSW. We organised staff training, uniforms and education materials to get the energy efficiency, sustainability and sample pack opportunity messages out clearly.
A display stand set up in the main entrance area of all stores featured prominent Philips signage and trained staff were easily identifiable with Philips T-shirts and ‘hoodie’ sweatshirts. We strategically scheduled events for the busiest trading days to maximise consumer exposure and ensured promotions at near-located stores were held at the same time to avoid duplication.
THE RESULT
The Bunnings partnership gave Philips a high profile vehicle through which to reinforce its ‘green’ credentials, distribute its energy efficient sample packs, and educate and encourage consumers to make a simple switch to low energy alternatives that deliver real environmental and economic benefits.
To date, we have distributed more than 80,000 globes through 42 Bunnings stores across NSW - that’s equal to a saving of 288 000 tonnes of green
house gas emissions and a $420 reduction in each recipient’s household electricity bills!
The success of the promotion will see it rolled out across other states following government approval.
“JH Events are an integral part of our marketing team at Philips Lighting and I would highly recommend them. Their professional, timely and effective strategic event and project management capabilities have achieved highly successful results for Philips.”
Amanda Hart, Marketing Manager, Philips Lighting