Because it appears to be like to coach customers and companies about LED lightbulbs and power effectivity,
Mass Save, a collaborative of pure fuel and electrical utilities, goals to interrupt down widespread misconceptions about LED expertise. It enlisted the BG BrandLab, the model studio of Boston Globe Media, to
assist it ship the message with a mixture of sponsored and supplied content material.
The “On The Vivid Aspect” campaign, which kicked off within the spring, broke its remaining piece of content material on August 28 — an
animated video that highlights the effectiveness of LED bulbs, plus methods to search for and store for them. The hassle, which has
run on social media and on the Boston Globe’s web site, included a quiz and articles with interactive graphics.
The topic posed a problem: “How do you strategy this topic in a
artistic manner and be playful but in addition have a message?” mentioned Doug Most, head of the BG Model Lab. Mass Save additionally created its personal content material, which was shared on social media and with the
Globe readers. Whereas the Globe has been creating branded content material for a few years, it put extra construction round it and arranged a model studio somewhat greater than a yr
in the past.
The BG Model Lab has a various shopper roster together with a hospital, insurance coverage agency, a journey and tourism group, a nationwide retail model, and a museum. “We’re stepping up
efforts to do extra interactive content material, extra immersive content material, and we’re pushing to do extra video,” Most mentioned. He mentioned some manufacturers don’t even consider themselves as having a narrative
to inform. “It by no means occurred to them that what they’ve is fascinating.”
Concerning the Mass Save effort, Most mentioned: “We’re particularly pleased with this as a result of it is a artistic
answer for a model and a shopper. We had been centered on taking a topic that could possibly be doubtlessly bizarre — gentle bulbs — and addressing how vital they’re in our on a regular basis lives. After which doing
it with somewhat little bit of humor however with out shedding the very clear messaging about LED bulbs that was crucial for our shopper.”