Sylvania automotive headlights held 92% share in the US, and the company wanted category sales up 5% in two years. There was no share left to take. Growth had to come from changing what drivers believed about headlights: that they wear out gradually, that dim is not the same as broken, and that replacing one means replacing both.
We built an integrated campaign around three devices that made an invisible product tangible. The Sylvania Proving Grounds gave the brand a place where claims got tested. A deliberately nerdy, trustworthy spokesperson made safety education feel like a favor rather than a warning. And retail planograms appeared inside the creative, so what a driver saw in an ad matched what they found in the aisle. The work ran across broadcast, digital, social and direct to consumer.
Retail volume lifted immediately and the category growth target moved within reach. SCS was the agency of record. As a founder and its Chief Creative Officer, I led the creative across every touchpoint.
SCS was the agency of record. As a founder and its Chief Creative Officer, I led the creative across every touchpoint.
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