Case: Licht.de

With “Liegt am Licht” ("It's about the light"), Uhura developed a high-impact campaign that communicates clear and audience-specific reasons for switching to modern LED lighting.
Composition of Social Media wall Licht.de

ZVEI represents the interests of Germany’s electrical and digital industry. Through the industry initiative licht.de, the association provides information about professional lighting, new lighting technologies and their possible applications. The initiative addresses businesses, lighting planners, public institutions and private consumers. Its focus is on the potential of modern lighting to improve energy efficiency, well-being, safety and the sustainable use of buildings.

  • Campaign Strategy
  • Creative Concept
  • Content Production
  • Video & Social Media
  • Campaign Activation
Licht.de Screenshot von Tools und Hilfmaterialien
Licht.de Campaign colours
Licht.de Campaign fonts

The essence of the project

With “Liegt am Licht” (“It’s about the light”), we created a strategic campaign platform that reduces a wide range of problems and use cases to one simple, memorable message. Under the call to action “LEDitSwitch”, the campaign combines education, tangible reasons to change and attention-grabbing activations along different customer journeys.

Challenge

Despite its technological and energy-related benefits, LED lighting is still not used extensively enough across Germany. In many cases, there is a lack of clear incentives to switch or an accessible explanation of the advantages of modern lighting solutions. At the same time, the information needs of businesses, lighting planners, municipalities and private consumers differ significantly. The objective was therefore to develop a campaign idea that simplifies complex technological topics, generates attention and motivates different audiences to make the switch.
image of a computer screen showing the licht.de website with light on / off switch

Solution

Uhura developed the communication strategy and creative campaign concept around the central idea “Liegt am Licht” (“It’s about the light”). Tiredness at work, high energy costs, difficulties implementing smart solutions and the unnecessarily frequent replacement of light sources are all traced back to one common cause: inadequate or outdated lighting. This simple mechanism provides an immediate entry point into the benefits of modern LED technology and can be adapted flexibly to different audiences and use cases.

Content was developed in a distinctive campaign look and structured around audience-specific customer journeys. Videos and social media formats generate attention, while white papers and in-depth content provide practical guidance and compelling technical arguments for switching. Additional out-of-home stunts bring the topic into public spaces and create further opportunities for discussion. The call to action “LEDitSwitch” condenses the campaign into a clear invitation to accelerate the transition to sustainable lighting.
Composition of Social Media wall Licht.de

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