Press information
Osram lights up the summer:
International promotion for the hottest time of the year
COLOGNE - Osram is launching a European sales promotion for summer 2001 with the slogan "Enjoy the summer with Osram".
The lamp manufacturer has designed new displays and sales packs with expressive motifs to reflect typical summer events, such as holidays, car journeys and garden parties. The sales units are designed as module towers. The summer campaign will run until July 2001.
With its new PoS concept, Osram is highlighting its product competence with an emotive approach to end customers. "We want to market light as an experience for different target groups", says Bernhard Buley from Osram’s Self-Service Retail Sales Promotion department. The summer campaign is directed not only at consumers who are energy, safety and technology-conscious but at design-conscious end customers who just want lighting to be as cosy and comfortable as possible.
The contents of the various displays reflect this variety. For holiday-makers touring in their own cars, Osram offers spare lamp kits containing all the spare lamps they are likely to need. Because in many countries spare lamps have to be carried by law this display will create a high level of impulse buying. Another display with the new Dulux EL Sensor Plus puts the accent on safety pure and simple. This lamp has an integrated chip that switches the lamp on at dusk and off again at dawn so it is ideal for showing would-be burglars that the house may still be occupied.
Those who prefer camping and adventure holidays will be impressed by the outdoor torches in the Krypton series. Osram offers these powerful energy-saving products in three models and three price categories. The same target group will also be interested in the Halogen and Energy ranges of camping torches in another of the module towers. In addition to these two sales units, Osram has developed an attractive display that contains both ordinary torches and camping torches. "Just about every consumer will find some use for an Osram outdoor torch in their leisure time or on holiday", says Wolfgang Mailänder from Osram’s Self-Service Retail Sales & Marketing department. "These products with their modern styling and practical shapes generate a high level of impulse purchasing." The Party Pack is another of the sales units in the promotion range. It has different coloured lamps that are guaranteed to brighten up any garden party.
Parasols and camping stools will add to the holiday mood at the PoS. There will be an attractive competition to boost sales still further in which every customer will have the chance to win a driving course run by professional drivers. Osram is expecting a high level of interest in its new promotion. "With an instant recognition factor of upto 90 percent, our brand represents enormous sales potential for all retailers", says Buley.
Press contact:
OSRAM
Christian Bölling
Tel: +49-89-6213-2597
Fax: +49-89-6213-3457
Email: c.boelling@osram.com