Lauritz Knudsen by Schneider Electric
Digital Marketing light / Integrated Marketing big.
In 2011 marketing on social media was in its early stages. Never the less, good marketing results can be achieved by the following trinity:
1) A well-made TV commercial
2) Display banners on the web referring to a campaign site
3) A correspondent campaign landing page with a clear call to action
Burst No. 1
The green switch is the first real green/sustainable step for Lauritz Knudsen to integrate into electrical products, suitable for every household in the renovation market.
By focusing on money earned by saving energy, Lauritz Knudsen created a natural attention on energy consumption, costs and savings. Campaign targeted both end users and businesses.
Teenage Life – TV commercial and web movie
Owner: Lauritz Knudsen
Marketing Manager: Philip Knudsen
Advertising Agency: VELUX VCA
Idea: Rasmus Harnung / Lis Norup
Copywriter: Lis Norup
Art Director: Rasmus Harnung
Project Manager: Sheila Barnstein
Production: Minerva
Director: Simon Ladefogde
Display banners for the web
Calculate your savings
Turn it all off – or whatever you want
Statistics from the campaign period, week 5, 6 & 7 – 2011
Off-line part of the campaign
Ads for all major home-, interior magazines and newspaper
Floor and window streamer in several shapes and sizes
Brochure targeted end users with inspirational cases and calculation of savings pr year
Brochure targeted small and large businesses with cases and calculation of savings pr year
Campaign targeted official Campaign Installers.
These guys are a major part of the event and they have to be well prepared.
Teaser DM – Set a mark in the calender
DM to Campaign Installer, showing the marketing elements at stake:
brochures, tools, co-ads etc.
Brochure offering all the the right arguments for a better point of sale
A guide (small book) with everything the installer have to know about the green switch, what goes on and how to install it.
Burst No. 2
Over the past years the need for better or more electricity in residential building have exploded: New gadgets, more TV screens, better lamps, more interior decoration with LED and last but not least more kitchen aid machines.
These increasing demands often ended out in a complex and awful tangle of cables and switches lying on tables and floors. Now the help is near. Campaign targeted end users.
Kitchen Life – TV commercial and web movie
Owner: Lauritz Knudsen
Marketing Manager: Philip Knudsen
Advertising Agency: VELUX VCA
Idea: Rasmus Harnung / Lis Norup
Copywriter: Lis Norup
Art Director: Rasmus Harnung
Project Manager: Sheila Barnstein
Production: Minerva
Director: Simon Ladefogde
Display banners for the web
Get a free visit from a professional installer
Inspirational film streaming in a web banner. (Answers all relevant questions).
Owner: Lauritz Knudsen
Advertising Agency: VELUX VCA
Production: STORM Production
Off-line part of the campaign
Ads for all major home-, interior magazines and newspapers
Floor streamer and window streamer in several shapes and sizes
New times – New needs.
A brochure outlining all there is to know about re-thinking the light switches in your home – room by room
Campaign targeted official Campaign Installers
These guys are a major part of the event and they have to be well prepared
Teaser DM burst 2 – Ready for more work?
DM to Campaign Installer, showing the marketing elements at stake: brochures, tools, co-ads etc.
Burst No. 3
Freedom to do what ever you want – inside your home or control it from a distance – with your smartphone. Everything is possible. The intelligent solution for your household is IHC Wireless combined with the existing wired grid in the building. All display banners below corresponded with a campaign site where the IHC system could be tested in a closed environment.
Display banners for the web
Do you often get cold feet?
Aren’t you forgetting something?
Do you use a ton of money when you are at work?
Do you use too much energy at work?
Is there a fire somewhere?
Brochure showing the benefits from IHC Wireless replacing or expand existing light switches in your home. Take a closer look at the navigation system. On each page the best IHC solution is highlighted and optional solutions are recommended with page reference.
Brochure showing the benefits from IHC Wireless in newly constructed buildings. The IHC wireless system is quite overwhelming in all its functions with endless possibilities. The tables helps to find the best solution for each room.
