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LEDVANCE/SYLVANIA

SYLVANIA, a trusted leader in automotive lighting, partnered with Canadian Tire to fuel a campaign aimed at shifting consumer behavior. While SYLVANIA dominates the Canadian market with factory-installed lighting systems, many consumers opt for basic replacements instead of upgrading to premium options. This campaign set out to inspire drivers to elevate their choices and experience superior lighting performance.

Challenge

SYLVANIA’s Great White Lights campaign aimed to highlight the sleek, jewel-like brilliance of SilverStar zXe headlights while building an emotional connection with young Canadian car enthusiasts. The challenge was to create a lasting impression so that, when faced with dozens of headlight options at Canadian Tire, drivers would remember the crisp, powerful glow of SYLVANIA zXe bulbs.

To achieve this, we needed to capture the adventurous spirit of these drivers and stand out in a crowded marketplace. Our approach? Leverage our expertise in crafting cinematic brand visuals by showcasing SYLVANIA’s lights against the backdrop of the Yukon’s breathtaking night sky and the iconic aurora borealis.

Solution

To capture the adventurous spirit of young car enthusiasts, we crafted an ad featuring a group chasing the northern lights across the Yukon wilderness. Led by Canadian race car driver Scott Hargrove, the journey highlighted both the thrill of the road and the brilliance of SYLVANIA SilverStar zXe headlights. Set to original music by Brendan Canning of Broken Social Scene, the ad embraced a distinctly Canadian vibe. Shot during peak solar storm activity, the aurora borealis seen in the video is real footage, amplifying the campaign’s authenticity and visual impact.

Results

The Great White Lights campaign surpassed expectations, delivering exceptional ROI and media performance. Distributed across social media, pre-roll/mid-roll, and broadcast TV, the ad achieved over 60 million targeted digital impressions and 75 million TV impressions. Notably, it aired right after Jose Bautista’s iconic bat flip during the Blue Jays’ playoff run, boosting its visibility.

On social media, the video was shared 741,000 times, with Instagram driving significant engagement. The campaign reached 21 million people (compared to 33,000 pre-campaign) and gained 25,000 new followers. The creative earned eight international awards and industry recognition.

Sales at Canadian Tire grew by 12%, with a 50% increase in Google searches for “Canadian Tire headlights” and an additional 30,000 clicks to SYLVANIA product pages. Despite a sluggish economy, automotive lighting emerged as a top Q4 performer.

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