Philips Lighting North America

PROMOTIONAL SALES CAMPAIGN
Logo Design, Copywriting, Print, Web Design & Development

Philips Lighting North America introduced Ballast Bootleggers, an eight-week sales promotion to engage distributors and boost sales. The campaign, which featured a “cops and robbers” theme tied to new federal regulations, cast players as Ballast Enforcement Agency agents tasked with capturing contraband shipments in a gamified challenge. Users answered trivia questions each week to try to defeat the notorious crime boss, Manny “The Chin.” The campaign included a logo, vibrant print materials, and an interactive website.

The campaign increased distributor participation by 15% over the previous year, with 66.7% of affiliates taking part. Ballast sales rose 17% yearly, surpassing $10 million during the promotion. Thrilled with the results, Philips established an annual budget for future iterations, cementing Ballast Bootleggers as a model for effective distributor engagement.