Legrand Pass & Seymour
B2C , Building & Construction
Legrand’s Pass & Seymour brand, the preferred choice of electrical contractors for their residential, commercial and lighting control solutions, wanted to increase awareness of their newly expanded industrial product offerings.
Electrical contractors prefer to source all their products at one location. But if their brand of choice doesn’t offer the solutions they need, they’ll default to what’s available. Our challenge was to make prospects aware that Legrand is ALL-IN with a full line of products in the industrial category.
We developed a campaign theme and rallying cry, “Go ALL-IN with our full line of ready-to-install Industrial Solutions.” The integrated campaign included print, digital, video, mobile sales tools, product sampling and a dedicated microsite to which all prospects were driven and leads collected.
As a result of our campaign, Legrand has won more space on distributor shelves, leading to a significant gain in market share. What’s more, the campaign won a tED Magazine Best of the Best award in the Integrated Promotional Campaign category.
Distributors who carry Legrand residential and commercial product lines were provided a toolkit to increase industrial sales. It includes product samples, collateral, posters and counter materials
Digital tools included an updatable iPad-based sales app. This interactive experience brings together product details, education, video, and links to easily create a customer presentation.
People like and trust brands that they consider friends. That’s why we used our proprietary approach based on the nine drivers of friendship to help Legrand build deeper relationships with their customers and partners. We solidified their standing in the buildings and construction category with dramatic application imagery and proof points.
Key Brand as Friend® drivers:
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.