The ‘Light of the Country’ Campaign for Evluma - MKTX
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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:

Evluma AreaMax Ad ‘Evening Chores’ featuring farmer Kit Vanburskirk in the January 2015 issue of Rural Electric Magazine
10’ tradeshow backwall featuring Trucker Laura Watson.
Product brochure featuring Utility Supervisor Mik Cole.
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

Joe Santana

Joe is a playful conceptualizer whose insights and creative leadership have assisted dozens of Northwest high technology and industrial enterprises. He toured the country with theater companies in principal roles as a child actor, received a classic prep school education, and after a dual major in science and English at USF, operated a California cattle ranch for two years before returning to complete his education at UP and settling in Portland. Joe's experience includes four years at Tektronix as their first creative director and corporate advertising manager. He went on to hold creative director positions at ad agencies Santana & English, Ltd., The Technology Group/Advertising, EvansGroup, and B/E/S/T Advertising, where his creative campaigns helped sustain three years of 30% growth for Tek's $600 million color printer division prior to its purchase by Xerox. He joined MKTX in 1999. Every Friday he suits up with a bow-tie and drives his 1940 Packard convertible.