Long-time client Legrand/Pass & Seymour (P&S) recently tasked Eric Mower + Associates to create a new brand campaign that continued to differentiate Pass & Seymour’s reputation as electrical device innovators. The result was “Designed For You,” an integrated campaign that combines the strong brand promises of both parent company Legrand—“Designed to be Better” —and the P&S electrical wiring device line—“The One That Works for You”—into one powerful new vision.
EMA built the campaign on relevant, engaging messaging to resonate with Pass & Seymour’s target audiences: electrical distributors, electrical contractors, and end-users. The agency created the “P&S Inspectors,” a team of fictitious product innovators dedicated to studying customer behavior and designing product solutions based on those findings. These inspectors, many of them actual P&S employees, serve as the heroes of the entire campaign, appearing in a wide range of humorous and engaging executions.
“We’re really pleased with the work EMA has created, especially the strong digital component. We’re pleased with the results thus far, as it’s resonating strongly with our customers and internally,” said Jim Lent, Marketing Communications Manager, Electrical Wiring Systems Division at Legrand/Pass & Seymour.
EMA created a humorous day-in-the-life video involving an unwitting contractor and a crew of “invisible” inspectors. Other executions in the campaign include: an infographic, digital e-blasts, a digital suggestion box to field new ideas and an online poll, as well as traditional print work.
While the results are still rolling in, signs indicate that the “P&S Inspectors” are resonating and engaging with the brand’s target audiences. Specifically, digital executions have seen some 650,000 impressions, 13 percent of which have interacted with campaign elements in some fashion. Additionally, email and print executions are steadily driving prospects to the dedicated landing page, leading to numerous video views.
On the engagement front, the digital suggestion box has garnered 120 valid product enhancements or innovations that are being taken under consideration. Meanwhile, prospects continue to respond to online polls, which are updated on a regular basis.