The Cage


Long-term client NICEIC approached us to deliver a TV commercial that would raise awareness of electrical safety in the home whilst emphasising the need to use an accredited NICEIC electrician – ultimately driving leads and membership.


Our insight highlighted that businesses and homeowners were often unaware of the myriad electrical currents surrounding them and the potential for huge damage to property and people alike if not installed safely.


Using CGI graphics and a homeowner oblivious to the cage-like matrix of electrical currents surrounding her in this TV commercial, we highlighted that an NICEIC registered electrician can see the dangers we can’t.


  • NICEIC enjoyed record sales years (with a year 1 ROI of 4:1)
  • Market share increased to 77.8%
  • Membership enquiries were up 133%
  • We helped them lift two gongs at the Construction Marketing Awards for branding
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