The brief

  • To gain maximum industry exposure for the launch of the new Salamandre trunking.
  • To place Legrand as an innovator in cable management by highlighting the time saving benefits of the new product and the impact this has on sustainability (reduced time on site, less parts etc) 
  • To support Legrand's Pit Stop road show campaign to find the UK's fastest fitter.
  • To create interest in the traditional trade media for Legrand's Salamandre trunking social media campaigns (Facebook and YouTube).

The strategy

A mini-campaign that incorporated pre-launch, product launch and service launch news stories; news and in-depth analysis of the first installation; technical articles highlighting innovation in cable management; reporting on the Pit Stop road show; and inclusion of product details in all other cable management PR during the six month campaign period was developed.

The campaign was launched with an editors' day, during which key trade editors were introduced to the product and asked to participate in the installation time trial subsequently ran across the UK as part of the Pit Stop road show.

The results

The campaign generated 105 pieces of print and online coverage in Legrand's target media. The print media coverage alone had an AVE of £137,205.57 and reached a targeted circulation of 1,081,873.

The campaign was named Marketing Campaign of the Year at the Electrical Times Industry Award and won a Silver CIPR Pride Award – Business and Corporate Communications.