Клиент: Шнайдер Електрик
Eлектроразпределение и индустриална автоматизация
Проект: Комуникационна кампания
"Не позволявай на тока да покаже другото си лице"

Аn innovative integrated communication campaign to attract the public attention to the "dark side" of the electricity and to present the importance of using quality materials and products for guaranteed safety when using electricity at home.



Key Experts Group designed and executed an innovative integrated communication campaign to attract the public attention to the "dark side" of the electricity and to present the importance of using quality materials and products for guaranteed safety when using electricity at home.

The two-fold campaign started with the dramatic appeal "Do not let the electricity show its dark face" supported by frightening visuals released in print media and outdoor. Thrilling radio spot backed up the key messages with a story of fear.

The second wave of the campaign focused on creating positive, competent and trustworthy character who is never tired of answering questions for the electricity and providing helpful pieces of advice. An educational movie featuring Engineer Zhichkov presented the most popular concerns when it comes to the home electrical installation. The character was developed in a hand-book with "51 Questions for the Electricity" and dedicated web site www.electricdom.com. The campaign ended with a national road show of the film presented in the biggest Do it yourself chain of stores - Praktiker.

The efficiency of the Schneider Electric public awareness campaign dedicated to the electricity safety and reliability was measured with two-phase marketing research in the beginning and at the end of the active communication period.

Key Experts Group provided integrated services both in consulting and technical support including:
o Creative Concept Development including visual concepts and slogans for the 2 phases of the campaign and radio spot
o Strategy Development and execution of all activities planned including overall evaluation
o Customized Research: the effectiveness of the campaign was measured and analyzed through quantitative (survey) research methods.
Key Experts Group created a suite of communications materials targeted to the general consumer market and to an array of niche constituents that included:
• Advertising (Print, Radio, Online, Outdoor)
• Video (DVD and Web)
• Collateral Materials (Posters, Brochures)
• A website: www.electricdom.com