Legrand scoops electrical industry marketing award

Marketing campaign award winners - Legrand

Nov 2011

Legrand has crowned the hugely successful launch of its Salamandre trunking by winning the Marketing Campaign of the Year award at the Electrical Industry Awards, which were held at the Royal Garden Hotel, London at the end of October.

The award winning campaign, which launched the innovative new trunking during the first quarter of 2011, combined advertising, social media, a dedicated micro site and a UK-wide road show that took the product direct to contractors and was aimed at finding theUK's fastest fitter. All of this was backed up by a PR campaign that saw Source generate over 100 pieces of coverage with an advertising value equivalent (AVE) in excess of £137,000.

Nigel Leaver, lead marketing manager for Legrand's cable management division, said: "When we were preparing to launch the new trunking we knew we had a truly stand out product on our hands and as such we wanted a marketing campaign that really did differentiate it from anything else on the market."

This was certainly achieved. The Pit Stop road show saw thousands of contractors and installers across the UK and Ireland get to grips with the new product and then follow the competition element of the campaign across both Facebook and YouTube. Meanwhile, the key benefits of the product were talked about in great detail in the electrical press following an Editor's Challenge day held in January.

Mark Evans, marketing director of Legrand in the UK, added: "We are the world leader in cable management and this kind of product and the marketing campaign that launched it demonstrates why - we are innovators with an ability to make people take notice."

The success of the Salamandre marketing campaign wasn't only agreed upon by the Award's judging panel, sales of the product have to date far exceeded even the most optimistic predictions.

Rodney Jack, editor of Electrical Times, said: "This year's awards attracted many high calibre entries across all categories. We congratulate the award winners and commend all finalists for their innovation, ingenuity and important contributions to the success of the electrical industry."

The PR element of the launch campaign has been shortlisted for the Best Corporate and Business Communications Award in the 2011 PRide Cream Awards.

Client: Legrand