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A LED IS A LED IS A LED. OR IS IT?

Challenge. The lowly light emitting diode--a commodity product sold by the thousands and hard to distinguish except by price. When my client picked up the Optoelectronics Division of General Instrument,they were charged with developing a print campaign that could successfully position GI against Hewlett-Packard, the leader in LEDs.

Solution. We needed a powerful, relevant theme. The previous agency had just completed 8 hours of focus groups. I listened to all 8 hours and spotted the number one wish on everybody's list-- dependability. Using this as a guide, I came up with a positioning line--"The LightHouse that People Depend On." The art director then evolved a stunning symbol--a "lighthouse" comprised of a giant LED--that loomed on the horizon in all the ads.

Results? Bingo card responses increased 10-fold over the company's previous trade ads.

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