Finding the faster fitter in the land

The Client

Legrand is one of the world leaders in electrical and digital building infrastructures and connected solutions. 

The Brief

Promote the launch of Legrand’s new cable trunking product, Salamadre, which was 50 per cent quicker to install than its predecessor with the intention of raising awareness of the product, positioning the client as the market innovator.

The Strategy

Source created a six-month media relations campaign that would position the product in front of trade editors and local journalists in a manner that would capture their interest and communicate the value of the product to the target audiences.   

Activity included: 

• The ‘Salamandre Editors’ Challenge’ at The Building Design Centre in London, a location selected because of its association with design innovation and excellence. 
• A planned series of news stories was delivered throughout a  six month period, aimed at providing fresh angles to maintain the editors’ interest throughout the campaign. 
• By-lined technical articles highlighting innovation in cable management
• In-depth analysis of the first installation at Silverstone
• In-depth product features
• Management of dedicated Facebook and YouTube campaigns that ran alongside the campaign and were aimed at engaging directly with contractors

The Results

“The quantity and quality of coverage secured by Source’s campaign was vital in raising awareness of our new Salamandre trunking. The coverage resulted in a significant number of direct sales leads, which when combined with the Pit Stop roadshow, has led to sales that have exceeded our budget expectations.” 

Mark Evans, marketing director, Legrand