AxiCom was appointed by Bridgelux and Molex to launch  the Helieon™ Sustainable Light Module in Italy - the first easily replaceable and upgradeable Solid State Lighting solution (socket plus light source) with mass market pricing and design-appeal.

The Challenge

Media activity needed to embrace all the different types of press that could be interested in LED technology, including electronics, lighting and environment/green publications. But the real challenge was to attract the attention of editors for a company that was new to the Italian market and that many had never heard of.

The Strategy

Approach the different vertical magazines focusing on the aspect of the Helieon solution that is most appealing to each one of them: innovative LED array design and interconnect technology for electronics press; flexibility of application and potential to replace a wide variety of traditional interior and exterior light sources for lighting press; and energy savings of 80% or more compared to 60W traditional incandescent bulbs for ‘green’ press.

The Result

A press briefing plus additional one-to-one interviews with the three target press audiences, took place during a one day event in Milan.

Over 20 pieces of coverage were achieved, and more are in the pipeline.