18th Edition Launch Campaign
Every 3 years the electrical industry releases a thick, pale-blue book of updated wiring regulations which has a major impact on the way electricians operate. Whilst this regulatory change can prove to be irritating, it provides a positive commercial opportunity for membership bodies and training organisations.
Certsure asked RBH to deliver an integrated campaign for both new and existing members that would build anticipation and excitement around a seemingly mundane book of regulations. At the same time, we were required to boost pre-orders and drive sales of other publications and associated training courses.
Our idea was a 1950s-style film poster approach with vibrant illustrations to engage the target audience and generate a buzz around the launch event. In addition to trade press, digital advertising, social media, event graphics, direct mail and animated films, the theme was brought to life via a live satellite transmission which was beamed to electricians across 40 UK cinemas.
The results were electrifying with training sales increasing by 265%, publication sales rising by 430% and total sales growing by 396% versus the same period in 2015. On top of this, over 6,200 tickets were sold for the live cinema event making it the largest electrical industry event ever.