How do you become top of the pops?

Thorn is the UK’s largest lighting manufacturer. Cubic was asked to help relaunch their flagship product, PopPackPro. Worldwide, their batten light has sold tens of millions, but in the pursuit of market dominance, the new Pro was redesigned to allow installers to fit the product 50% quicker than competitor products. To reinforce this, Cubic devised a ‘race’ between two installers which became the focal point of the campaign. The roll-out was far and wide: product website, launch film, literature design, press advertising, POS and merchandising.