Residential electrical products are one of the last considerations for a new build, renovation, or home update. Most manufacturers sell only to the trade and homeowners rely on their electrician for information.
To increase homeowner engagement, market leader PDL by Schneider Electric launched a new style selector tool offering a new way to view and select switches and sockets in a more realistic context.
To promote the style selector tool, they collaborated with four New Zealand artists who each turned a PDL Iconic light switch cover into a piece of art. This new product range let consumers change the look of their light switches by simply swapping out cover plates.
The four artists, their custom light switch covers, and their creative process formed the basis of a targeted campaign promoting the selector tool, with a major home makeover prize offered as an incentive. The customer journey also allowed homeowners to take up offers such as free samples (an offer so successful it had to be switched off mid campaign) or a showroom consultation.
The highly digital, targeted and multichannel Masterpiece campaign comfortably met its target for numbers. The average user session time was 5 min 49 sec, the tool completion rate was 56.5% and the campaign helped grow the client’s overall database by 14%. 74.8% of users made switch selections while in the tool - the highest interaction, beating more traditionally engaging features such as changing wall colour.
As the electrical industry has seen shift towards a more fashion and customer experience based proposition, homeowners desire personal expression and the ability to take some control of their choices. While PDL does not sell direct to the public, the Masterpiece campaign helped them raise awareness and demand while improving the customer choice and purchase experience.