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.
