Communications strategy

LYTTRON

Anyone can screw in a light bulb but Lyttron, a subsidiary of Bayer Material Sciences, can make glove compartments and bags light up by themselves.

Background
The company develops three-dimensional electroluminescent films that can be molded into any shape. This spectacular product is introduced to the public at a VIP event – the perfect occasion to showcase the innovative prowess of this young company.

Strategy
A coffee table book, illuminated using Lyttron’s electroluminescent film, is presented at the VDMA (German Engineering Federation) VIP event at the Hannover Messe (Trade Fair) 2008. rheinfaktor makes the most of the event to reach media leaders from the fields of economics, technology and design, distributing comprehensive press packs, which explain the numerous application possibilities for the electroluminescent film.

Result
The exhibition was a huge success. rheinfaktor also managed to generate additional interest for the product beyond the event. All key Media reported on this sensational invention and Lyttron was hailed as a highly innovative business of the future.