Key Results

  • The SEFAR® Architecture LIGHTFRAME® ad immediately caught the attention of an architect flipping through Architectural Products magazine. In a discussion with our Public Relations department, an architect told us that they specified LIGHTFRAME because they saw our ad, ripped it out of the magazine, showed it to their client - Audi - and called SEFAR.
  • The product was chosen for the new Audi Manhattan dealership and has been installed in several more Audi dealerships across the country.
  • When LO answers questions about ROI and when a client asks, "Does print advertising really work?", we point to this ad — one that has been traced directly to a sale.

Background

Swiss manufacturer, SEFAR, hired LarsonO'Brien to assist in the U.S. introduction of three architectural products – and to do it on an extremely tight budget. One of these products, LIGHTFRAME, is a modular illuminated fabric wall and ceiling system that evenly diffuses light while significantly improving acoustics.

Challenge

The budget dictated a minimal paid advertising campaign, so LarsonO’Brien had to be very certain the ads that ran would be as impactful as possible, both in content and placement.

Insight

  • With the minimal budget, Architectural Products magazine fit the bill for its reasonable CPM and targeted readership of architects in search of new and innovative products.
  • The goal of the ad was to drive home not merely the fabulous aesthetics of the product, but also focus on the added functional value of a ceiling system that could serve as both a lighting system and acoustic attenuation system in one.

Strategy

  • Created a full-page print advertisement for LIGHTFRAME selling its comprehensive benefits.
  • The ceiling system was described as “sensuous,” with the main image featuring the product in a high-traffic, high-style setting.
  • The inset photo and caption sold the ease-of-maintenance of the product.
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