SITUATION:

Square D ® makes quality home electrical protection products. However they were experiencing low consumer awareness of its product line. At best, non –electrician’s recognition of Square D’s main product was perceived as merely a commodity oriented “fuse box.” In short, they had a product that everyone needed but no one thought about.

TASK:

Square D had to first overcome their awareness problem before they could expect greater levels of sales and market share. The consumer needed to be convinced that Square D’s heroic products were designed to protect their appliances from electrical spikes and excess loads.

ACTION:

K&A stepped in and developed a persuasive creative ad campaign that spoke to the emotions of the consumer.  How? By reminding them that protecting their household appliances, using Square D quality products, was a really smart move. Since these products were invisibly connected to their appliances via the visible wall plug, K&A was able to cleverly focus on one side of the wall in order to reveal the other side. They did this through the launch of a creatively illustrated print campaign.

RESULTS:

Just a week after Square D’s ads hit the market, website traffic surged to ten times more than ever recorded in the history of the company!