Lights On, Germs Gone

The world has woken up

Covid-19 has made purification and disinfection a hot topic. Public demand for germ free environments has accelerated the market for solutions that keep our world safer and healthier.

Disinfecting at the speed of light

This demand has put a spotlight on UV-C technology which uses invisible light to clean air, surfaces and water. The recent arrival of smaller, efficient UV-C LEDs has opened a world of new possibilities for innovators, with huge potential in a range of domestic and industrial applications.

Owning the conversation

OSRAM, as part of ams OSRAM, is a known brand and a global leader in illumination, however, their presence in the UV-C market has been subdued to date. ams OSRAM saw a chance to become a global leader in this emerging UV-C LED technology and to own the conversation around UV-C LEDs. Our challenge was to give them the voice needed to do this.

The creative positioning was born of the product’s defining feature – its ability to kill germs at the flick of a switch. LIGHTS ON, GERMS GONE. To the layman, invisible light that kills germs in an instant seems like science fiction. We captured this spirit in the campaign byline – Nothing short of magic. Brought together, the two lines have the impact and imagination needed to position ams OSRAM as a market leader.

Poetry and magic in a world of diagrams and functional specifications

ams OSRAM asked GW+Co to come up with a creative concept that positions them as market leaders who can support innovators to create amazing UV-C LED applications. ams OSRAM wanted something out of the ordinary.

We gave them a campaign with a style and tone of voice not used in this sector.

The campaign lit up the market

• Work has been well received by customers and the wider ams OSRAM team
• Business has adopted the original creative idea and is planning new campaign activities
• Work is being done with a large number of innovators across the globe