Legrand – Fit Faster. Fit Salamandre for Legrand, by Wyatt International

Summary

 The world’s leading supplier of steel trunking used to conceal overhead electrical cabling, Legrand has recently launched its all new Salamandre – a replacement of the previous 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,’ inviting people to test out the product at roadshows.

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. 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. With so many themed items, working independently and together to drive home messages and drive up sales, this represents an outstandingly successful product launch campaign.