How we dazzled the competition with a marketing campaign in Iran

We lit up the way for Sepehr Monavar with a unique advertising campaign in Iran

COMMUNICATION CHALLENGE

Due to energy efficiency, LED systems are fast becoming the future of lighting, and nobody knows this better than Sepehr Monavar Group, Iran. The increased demand for such technology in Iran led to an increase in the company’s staff, which led to an increased need to correlate their communications more coherently.

Taking a different approach with advertising in Iran

Our challenge was to provide the tools to allow Sepehr Monavar Group to shed light on its growing operations while also giving it the means to get its name out and light things up.

To help shed light on its growing operations, the Sepehr Monavar Group first needed to establish a strategic brand architecture. To achieve this, we would align its various sub-brands to allow maximum market share in each segment.

The Sepehr Monavar Group represents many international brands, including Osram, BLV (both German), Opple (Chinese-European) and its own high-end local brand EDC. Our challenge would therefore also include positioning each of these for the Iranian audience.

BRAND MARK

IDEA AND INSPIRATION

Lighting up the way for successful marketing in Iran

After establishing the brand architecture, our challenge would be to preserve Sepehr Monavar Group as the master brand while supporting its sub-brands with a coherent and integrated communication plan. With the brand architecture in place, our team can better assist with its marketing in Iran.

LOGO INSPIRATION

BRAND COLORS

SIGN & TYPE

WITH TYPEFACE VERTICAL

SIGN & TYPE

BACKGROUND COLOR

SIGN & TYPE

PERSIAN WITH TYPEFACE VERTICAL

SIGN & TYPE

PERSIAN BACKGROUND COLOR

SIGN & TYPE

WITH TYPEFACE HORIZONTAL

SIGN & TYPE

BACKGROUND COLOR HORIZONTAL

COMMUNICATION SOLUTION

Having established the brand architecture, we developed the necessary plans to succeed with marketing and advertising in Iran. We chose to put the spotlight on several strategic touchpoints across the brands. These touchpoints would then be integrated and available for an important upcoming trade exhibition.
For this exhibition, we decided to create an exciting light show of sorts. By doing this, we would be showing off the wide-ranging capabilities of Sepehr Monavar and in an attractive way. We chose to record this happening and then use it later in that exhibition and at subsequent ones. By doing this, we would reduce costs while being able to use the moment in other media.

Implementing an innovative marketing campaign in Iran

For the exhibition, we chose to use the corresponding theme of ‘innovative technologies’. We achieved this by integrating one of our innovations within the group’s stationery and gift items. More specifically, we added a QR code that links to both branded items and communications tools.

COMMUNICATION RESULTS

Our work with Sepehr Monavar Group was awarded second prize for Brand Design in the Iranian National Advertising Festival 2017. Aside from our success with the award, we were proud to present a glowing example of an integrated below-the-line campaign with accompanying branded tools for the trade exhibition. We achieved these results by creating exhibition stands, content and product videos and exhibition material, visual brand guidelines.