01 Jul The ‘Light of the Country’ Campaign for Evluma
MKTX established a lexicon from the attributes of Evluma’s AreaMax Security Lighting products that align themselves with rural American values. These included words and phrases such as: Won’t Quit, Hard-working, Runs Lean, Rugged, Solid-as-a-rock, and Whip Smart.
Then we developed a down-to-earth, real-people campaign entitled “The Light of the Country,” to build relationships in the rural market. MKTX presented the Creative Brief to Evluma in the Fall of 2014 and Evluma joined the MKTX client roster to realize and gain access to this very American campaign theme in 2015.
Evluma envisions an energy-efficient world through innovative lighting technology. ‘Country’ in the “Light of the Country” will transition from meaning ‘rural’ to the broader meaning in their vision, that is, the light of the nation. The vision drives the marketing campaign, which will evolve as goals and objectives are achieved. A vision guides decision–making, too, helping a client choose which alternatives keep them on the path to fulfillment.
Some materials from the campaign:
MKTX created a 36-page commemorative promotional piece about the participants and the making of the campaign.
Evluma employed a classic marketing strategy which excited and inspired the MKTX team to propose and produce a video with music and lyrics for The Light of the Country campaign.
Link to video here