
Soraa pioneered the perfection of full-spectrum color rendering with LED light, which continues to improve and evolve, as inspired by the company’s founder who won a Nobel Prize for Soraa’s core lighting science. No one can render color (and whites) more perfectly than Soraa, but the business has faced challenges conveying the technical and scientific factors that prove with these advantages.
W. BRADFORD launched an integrated marketing campaign to bring Soraa’s superior color to life beyond formulas and diagrams. The campaign incorporated web design, collateral, promotional items, influencer content, a social media campaign and a video.
Light adds new dimension to colors as we know them. Lighting designers, specifiers and architects employ quality lighting across spaces, from restaurants to hotels, to bring out each color’s unique personality. As a result, paintings appear more vibrant, meals appear more appetizing and skin tones appear more healthy and natural.
Our team created a collateral system to highlight how Soraa’s superior technology renders rich color and perfect whites. The pages illustrate shades of white rarely seen under artificial light until Soraa’s technology emerged—and how behaviors, emotions, well-being and human interactions depend on seeing colors as they are meant to be seen.
The campaign’s goal was to educate lighting designers, interior designers, architects, specifiers and engineers about Soraa’s leadership in helping develop TM-30—a far more accurate color measurement system than the previous and more well-known version, CRI (Color Rendering Index).
Housed on the campaign landing page were photometric color charts and technical information for lighting professionals, along with the other educational assets that brought the campaign to life.
How do you bring complex, technical data to life in a way that a broader audience can easily grasp and apply? We answered this challenge with the industry’s first energetic, cleverly scripted video about TM-30, where Soraa’s target audiences would be able to see how all of the 99 colors in the color metrics system exist in everyday life. With thousands of views, The video proved effective through an appeal to the five human senses, whether evoking a rush through soaring aerial ocean footage or reminding the viewer of how delicious a glass of red wine can be.
Since the Soraa ‘Color & White’ campaign primarily relied upon digital content and online engagement, W. BRADFORD also sought to make Soraa’s advanced lighting technology methodology tangible—and fun. With a custom deck of playing cards showcasing colorful imagery found in daily life, each card is uniquely designed to match a color within the TM-30 color system and create yet another opportunity to connect the methodology to everyday life. Our favorite part? The two joker cards feature the company’s Nobel Prize-winning founder, Shuji Nakamura, as well as the legendary lighting pioneer, Thomas Edison.
While Soraa’s lighting technology speaks for itself both to the naked eye and to savvy lighting professionals, W. BRADFORD sought to infuse broader credibility to the brand’s larger audience through internationally revered color experts. Among those engaged were color expert Leatrice Eiseman known for selecting Pantone Color of the Year, and master printmaker James Tan who provides consulting services for a number of printing companies and represents leading imaging equipment brands such as Eizo, Canon, Wacom, X-rite, and Ilford.
As mentioned, we partnered with Leatrice Eiseman, internationally revered color consultant, author and executive director of the Pantone® Color Institute, to launch a social media campaign highlighting her and Soraa’s mutual appreciation of perceived and technical manifestations of color in daily life.
We developed and launched a five-day Instagram campaign featuring quotes from our feature interview with Eiseman, along with photography provided by Eiseman herself to illustrate her dearest memories related to color.
Following Eiseman’s campaign, W. BRADFORD took the conversation about color further during a month-long social campaign guiding followers along a colorful path of education about TM-30. We matched interesting, story-driven imagery with colors in the color system, allowing followers to not only understand TM-30 better—but to ponder familiar places and objects through a colorful new lens.
As a result of the Soraa ‘Color & White’ campaign, we increased brand awareness and education among color aficionados and LED lighting industry professionals. The campaign also expanded Soraa’s audience to discover the Soraa brand for the first time, and to understand the company’s key differentiators that continue to anchor Soraa’s leading position in the industry.
CLIENT
Soraa
THE PROJECT
“Color & White” Integrated Marketing Campaign
ABOUT THE CLIENT
Since 2008, Soraa has delivered a unique LED lighting experience with the singular purpose of leading the world in superior lighting products where color matters: high-end retail, world-class art museums, premium restaurants and hotels. Pioneering LEDs built from pure gallium nitride substrates (GaN on GaNTM), Soraa full-spectrum lamps and fixtures deliver superior color rendering and beam characteristics compared to others using LEDs created from non-native substrates. Soraa is based in Fremont, California, where it designs and manufactures its world-leading LEDs.
SERVICES PROVIDED
Digital Marketing
Social Media
Email Marketing
Web
Video & Photography
Strategic Consulting
Influencer Marketing
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