12 Liverpool Street, Auckland
Central, Auckland 1010

It’s more than lights

A brand people knew, but
couldn’t separate.

Lighting Plus, a 26-store Kiwi success story, reached a critical ceiling for growth: profound brand confusion.

This was best illustrated by the recurring phenomenon of customers entering Lighting Plus stores to complain about products actually purchased from their primary competitor, Lighting Direct.

Awareness
0%
0%
Preference
0%
0%
Investigation
0%
0%

From brand awareness to brand advantage

Tracksuit data validated this identity crisis, showing the brands neck-and-neck in Awareness (46% vs 48%) but lagging in Preference (19% vs 21%).

Tracksuit data validated this identity crisis, showing the brands neck-and-neck in Awareness (46% vs 48%) but lagging in Preference (19% vs 21%). Marketing was trapped in tactical "price-and-product" cycles, failing to leverage the brand's market lead in the Investigation phase (34%).

To hit their ambitious growth targets, Lighting Plus needed to move beyond "selling boxes" and own the emotional "Dream" and "Research" stages of the Customer Journey.
Finding the path to growth
Using our proprietary M4 Growth Engine, we pivoted Lighting Plus to a definitive Category Authority. We identified that "Mood drives action," reframing lighting as an emotional design tool through four strategic pillars:
01
Establish differentiation
Repositioned as a trusted solutions partner. 

New tagline: More than lights, it's Lightingplus.
02
Power to set the mood
The Cinema Metaphor: Reframed functional lighting as an emotional experience by leveraging movie genres to demonstrate how lighting transforms space to create mood and experience.
03
Maximising CRM potential
Operation Search & Rescue re-qualified 28k of 32k dormant database subscribers.
4k Actively emailing
37k Total database
36,900 Subscribers reached with re-engagement email
28,000 Subscribers rescued & Re-engaged (2 weeks)
04
Retail Synergy
Redesigned previously sporadic retail communications into a unified structure aligned with the new tagline to build long-term mental availability.
The Delivery
An integrated ecosystem to move the brand beyond price-led retail:
Brand video Assets: Cinematic brand idents across Horror, Sci-Fi, and Action placed the logo within high-end film scenes to dramatise lighting’s power.
Programmatic Video: Captured Kiwis during high-attention "escapism" viewing on CTV devices via targeted SVOD and BVOD ecosystems.
Website UX (Bright Ideas): Positioned the website as an authority hub through “Shop by Room” navigation and the evolution of the blog into “Bright Ideas” — a dedicated destination for in-depth educational content across garden, kitchen, security lighting and more.
Conversion Path: Technical SEO remediation and optimised email flows bridged the gap between digital inspiration and physical showroom sales
The Results
Campaign is currently in-market.
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We're growth partners who bring together the right tools, right thinking, and the right people to move your business forward with purpose and ambition.
Give us a call

Contact
info@krunch.co

12 Liverpool Street, Auckland Central,
Auckland 1010

See you soon.

2026 © krunch.co
Aotearoa | New Zealand
We're growth partners who bring together the right tools, right thinking, and the right people to move your business forward with purpose and ambition.
Give us a call
Contact
info@krunch.co
12 Liverpool Street, Auckland Central, Auckland 1010
See you soon.
xxxx © krunch.co
Aotearoa | New Zealand