CASE STUDY: 'Fit Faster. Fit Salamandre' for Legrand by Wyatt International
With so many themed items, working together and independently - and both on and offline - to drive home messages and drive up sales, this represents an outstandingly successful and fully integrated campaign.
Legrand, the world’s leading supplier of steel trunking, has recently launched its all new Salamandre – a replacement of the existing range. Sales had been declining, and the challenge was to reverse this trend by persuading loyal installers to switch allegiance. As a secondary objective, Legrand wished to raise awareness of the Legrand name. fifty per cent quicker to fit, the new product was launched under a ‘Fit Faster. Fit Salamandre.’ campaign with a speed theme based around the ‘Legrand Prix challenge’. As well as traditional advertising, direct marketing and sampler packs, we created a powerful CGI animation of a Formula One car, and co-ordinated a campaign which embraced Facebook and YouTube - the first time Legrand had ventured into social networking. Everything drove people to a microsite with a competition leaderboard and product specific content. The campaign has proved hugely successful, with 1,834 unique visits to the site and 1,181 views on YouTube in just three months. Most significantly, sales have increased 12.5 per cent this year on last.
About the client
With global sales, offices and subsidiaries in more than 60 countries, Legrand is a major force in the supply of wiring devices, cable management and power distribution solutions. Globally, it holds 19 per cent of the wiring devices market and 15 per cent of the cable management market. This submission relates specifically to the launch of Legrand’s all new ‘Salamandre’ range of steel trunking.