MKTX established a lexicon from the attributes of Evluma’s AreaMax Security Lighting products that align themselves with rural American values. These included words and phrases such as: Won’t Quit, Hard-working, Runs Lean, Rugged, Solid-as-a-rock, and Whip Smart.

Then we developed a down-to-earth, real-people campaign entitled “The Light of the Country,” to build relationships in the rural market. MKTX presented the Creative Brief to Evluma in the Fall of 2014 and Evluma joined the MKTX client roster to realize and gain access to this very American campaign theme in 2015.

Evluma envisions an energy-efficient world through innovative lighting technology. ‘Country’ in the “Light of the Country” will transition from meaning ‘rural’ to the broader meaning in their vision, that is, the light of the nation. The vision drives the marketing campaign, which will evolve as goals and objectives are achieved. A vision guides decision–making, too, helping a client choose which alternatives keep them on the path to fulfillment.

Some materials from the campaign:

ADVERTISING

Evluma AreaMax Ad ‘Evening Chores’ featuring farmer Kit Vanburskirk in the January 2015 issue of Rural Electric Magazine

TRADESHOW

10’ tradeshow backwall featuring Trucker Laura Watson.

COLLATERAL

Product brochure featuring Utility Supervisor Mik Cole.