GREENVILLE, S.C. — Progress Lighting is shining the spotlight on employees, colleagues and family members – rather than professional models – in a new ad series titled “Illuminate The Moments That Matter.” The campaign places people who represent the brand in front of the camera to reenact scenes that many customers can relate to – from daily routines to celebratory events.
A formal dining room set for an enchanted evening, children enjoying a tea party and teenagers getting ready for prom are all are examples of moments that take center stage in the Moments campaign.
According to Jennifer Kis, Director of Marketing Communications for Progress Lighting, this new direction allows the brand to show its personality and tell authentic messages, while also connecting with consumers on an emotional level.
“Because we’ve shared something about ourselves, we feel we’re strengthening a bond with those who look to us for design inspiration and creative ideas,” said Kis. “We hope by bringing these moments to life, our audience feels they can relate to us more and trust us when they look to create a unique space or home. An added bonus is they get to see the real people who make Progress Lighting a fun, successful and collaborative place to work.”
The story is told through a variety of different mediums, including print and digital pieces, as well as a national television commercial.
In addition to being featured on the website and social channels, the ads can be seen in some of the residential lighting manufacturer’s newest initiatives – Experience Progress and the Design Guide. Experience Progress is a national consumer-facing print and online publication, while Progress Lighting’s popular Design Guide highlights projects with influential designers and showcases application photography featuring the brand’s designer-oriented offering.
To accompany the brand launch, Progress Lighting is also giving away a $1,500 lighting package each month through December through its Moments Sweepstakes.
To celebrate the launch of the new commercial, the manufacturer unveiled the Progress Lighting Moments Monthly Sweepstakes. Each month through December 2016, Progress Lighting will be giving away $1,500 for one lucky winner to spend on their very own Progress Lighting package. For more information on how to enter, visit https://progresslighting.com/moments/.
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