Legrand India, specialist in electrical and digital building infrastructure like switches, power sockets, distribution panels, security systems, in its new campaign takes to wooing millennials in their natural habitat.
The company is going live with its first web series, self-produced by Legrand. Titled ‘The Good Vibes’, the web series centres around a young couple who are living in a plush Juhu bungalow and takes us through their journey of re-discovering love and acceptability in relationship. In the midst of the narrative is interwoven power failures, fuse burning and faulty switches which add on to the baggage of the already burdened couple. As the couple sort out the house’s electrical problem, the energy around them change and improves the vibe in their personal life too. Through this web series the brand plan to reach out to its customer directly and increase brand resonance.
It has often been termed as a media shy company, growing by word of mouth with customers as brand ambassadors.
As Sameer Saxena, director marketing at Legrand says, “Unlike advertisements, which push the consumer to watch the content, The Good Vibes campaign allowed us to create content which would interest our consumer and at the same time showcase the brand use in a real-life setting. It allowed us to come to the forefront after being been a part of the user’s household for over two decades and initiate a dialogue with its user.”
In a world of increasing clutter and content, CTA (call-to-action) marketing is an easy way for the user to filter the content and the brands to serve crisp, meaningful content without taking too much of the user’s time. The user, in a similar way, knows what to see and what’s expected of him in a content piece and finds it easier to act basis his/her requirements.
Sameer adds, “Through the campaign, we wanted to take one step further into the digital ecosystem and extend this dialogue further through content that is engaging and has been tailored to the user’s lifestyles and habits.”
To ensure maximum visibility, the brand has created two avenues for viewing the web series-the Legrand India YouTube channel and the Sony LIV app. “We have also tied up with Radio City as radio partners, to ensure that awareness is created for The Good Vibes across geographies and we reach a higher user-base.”
The digital property - #ComeHomeToCelebrations was built to establish and sustain the emotional connect with customers and end users through the festive season. The highlights of the campaign included regional promotions, influencer marketing and tailored communication to the business partners and end consumers. While the campaign had celebrations, new experiences and familial bonds at its centre; it was intended to increase awareness for Legrand and engage consumers with an exciting way to celebrate festivals, he adds.