Case studyLightwave RF

Lightwave, integrated product campaign.

Following on from a successful few months that saw their products being stocked by Apple, smart home automation company Lightwave RF, were ready to get their brand name out into the wider world.

Awareness of smart products is growing, but for many the concept is still quite baffling. We focused on the lighting category, and created a campaign to demonstrate how seamlessly the products could integrate into the home through a series of animated shorts.

The Smart family (Mr Smart, Mrs Smart, Charlie and Watson the dog) became the stars of the campaign. Through five films, we showed how Lightwave has synced to the family’s day, from waking up to bedding down. Brought to life in a stop-motion style, reminiscent of beloved children’s shows like Trumpton and Camberwick Green, the animations had a nostalgic charm.

Client

Lightwave RF

Duration

3 months

Teams

Strategy, Creative, 3D Animation, Media planning, Client Services

Steve Richardson quote

We wanted to find a way to capture the simplicity with which the Lightwave products benefit daily life. Using the straightforward innocence of childhood animations provided an adaptable way to do this, and so the Smart family was born.

Steve Richardson
Executive Creative Director, Mr B & Friends

Mr B & Friends worked with 3D Designer and Animation expert Gareth Owen to develop characters reminiscent of Trumpton, giving a warm homely feel to a high-tech offering. Designed to feel like wooden toys, everything about the characters from their outfits and home setting was designed to signify cosiness and nostalgia.

Once the characters and their appearance had been agreed, they were animated using a stop-motion style that brings to mind beloved children’s shows like Camberwick Green.

Finally the animations were narrated in a style that the target audience would be likely to fondly recall from childhood. Each of the animations signed off with ‘How very, very clever.’ The plain, jargon-free language supported our strategic approach, while alluding to the product benefits.

Working with our sister company, Noble Performs, the cross channel campaign included Google Display Network, YouTube and Facebook. The fully integrated digital campaign was continually monitored and optimised to achieve the best possible results over the three months it ran for.

Recognition

60%

Increase on online sessions

£200,000

Sales revenue Dec – January 2019

82%

Increase in branded organic key words