Title	LUPINE TRANSFORMERS PROJECT
Brand	LUPINE LIGHTING SYSTEMS
Product/Service	LUPINE PIKO
Category	A04. PRODUCT LAUNCH/RE-LAUNCH/SHOPPER MARKETING
Entrant Company	PIXELPARK Munich, GERMANY
Advertising Agency	PIXELPARK Munich, GERMANY

Name	Company	Position
Stephan Ganser	Publicis Pixelpark	Executive Creative Director
Manfred Feiger	Publicis Pixelpark	Creative Director
Maja Lindemann	Publicis Pixelpark	Art Director
Maximilian Schmid	Akademie Der Bildenden Künste München	Product Designer
Niklas Paul	Publicis Pixelpark	Junior Art Director Digital
Heidrun Patzak	Publicis Pixelpark	Editorial Journalist
Maximilian Rösler	Publicis Pixelpark	Production Manager
Urs Greutmann	Akademie Der Bildenden Künste München	Supervision
Carmen Greutmann/Bolzern	Akademie Der Bildenden Künste München	Supervision
Robert Burn	Publicis Pixelpark	Creative Director
Roswitha Haslinger	Publicis Pixelpark	Senior Art Buyer
Stefan Pulster	Publicis Pixelpark	Producer
Felix Schindele	Felix Schindele	Photographer
Juergen Winzeck	Publicis Pixelpark	Movie Editor
Michael Wessely	Funktion/Metall Unlimited Gmbh	Production

The Brief

Lupine manufactures the brightest and most expensive bike lights. Up to 700 Euro is ok for professional heavy users. But how can Lupine be attractive for a wider range of customers who shrink back from buying a Lupine because the noble piece may end up in the junk drawer most of the time?

Describe how the promotion developed from concept to implementation

Knowing that communication alone cannot meet this challenge, we decided to transform the product. In a collaborative project we developed a very simple supplement which transforms the Lupine torch into a design piece of daily use – making it relevant for new, design- oriented users.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Lupine Transformer Project stimulated a new discussion about the brand and its products. It engaged people far beyond the outdoor spots scene and has been featured in famous design blogs and magazines all over the world.

Explain why the method of promotion was most relevant to the product or service

The execution made the product itself more relevant to a wider range of potential customers. By involving the facebook audience of the lupine facebook channel in the collaborative process we also achieved a new discussion about the product itself: How can bike torches be transformers to objects of daily use? Using bike torches also at home, makes the product itself more relevant throughout the whole day, not only for outdoor sports.