Client: Signify (the agricultural lighting branch of Philips Electronics) is headquartered in Eindhoven, the Netherlands, and has led the lighting industry with innovations that have served professional and consumer markets for more than 127 years. In 2016, Signify spun off from Philips, becoming a separate company, known as Philips Lighting. In 2018, it changed its name to Signify.
Challenges: Overcome buyer resistance to LED lighting, a relatively new technology. Using written and digital case studies, plug into potential buyers’ pain points regarding costs, inconvenience and inconsistency of results, and demonstrate how Signify could relieve the tension they were feeling.
Results: A series of written and web case studies that Signify has used to ease customer’s fear of change. Signify went on to use xtraBrandwidth to write a number of case studies, press releases and blogs.