INNOVATION MARKETING

Uniformatic

CLIENT Uniformatic

TRADE Electronics

PROJET Product launch ELFI®

TARGET Electricians, network technicians, distributors

EXPERTISE Innovation Marketing

MARKET France

INNOVATION MARKETING

Uniformatic

CLIENT Uniformatic

TRADE Electricians, network technicians, distributors

PROJET Product launch ELFI®

CLIENT Acome

EXPERTISE Innovation Marketing

MARKET France

Need

Uniformatic is a French manufacturer and distributor of computer accessories. The SME mainly targets installers and distributors, but also generates direct online sales via its website. The company has developed and patented, in cooperation with an industrial partner, an innovative network connector, namely an RJ45 socket with automatic visual identification. Uniformatic holds the exclusive rights for the European market and wishes to make this launch a turning point in its development. A digital awareness and promotion campaign has therefore been considered by management and bb&b has been mandated with the conception and implementation of the campaign.

Approach

During a workshop with the client, we have developed the value proposition of the new product and defined the “buyer personas” to target. On the basis of the elements collected during the workshop and some insights obtained during product presentations, we then developed a communication concept featuring a mix of real and virtual elements. The concept was subsequently rolled out in the form of a print and digital campaign. The online advertising was planned and executed by bb&b via the Facebook/Instagram platform.

Implementation

The creative concept of the campaign is inspired by the name of the product. Thus, an elf (virtual 3D character) helps an installer (real) during network cabling operations. The slogan “It’s not witch work, it’s ELFI®” brings the viewer back to reality, namely a tangible and practical innovation that makes the daily work of installers easier. The concept of the elf, meanwhile, serves to capture attention, while evoking the innovative and “magical” character of the product. A short video is used as a teaser for online advertising and a longer version is available for educational support.

Results

The campaign was rolled out in Q2 2021 on Facebook and Instagram. Animated banners and mailings complete the strategy. The goal is to quintuple the number of connector sockets being sold. The advertising video generates a very high engagement with an average CTR of almost 10%.