Legrand goes for online marketing through website on smart living
21 Mar 2009
As a part of its first-ever online marketing campaign in India, Legrand, the French electrical equipment manufacturer, has launched a website on smart living, named IdeasThatClick.in.
Instead of telling consumers on how they can live smartly, the company has built the site on the concept of user-generated content (UGC). The site acts as a platform, where consumers can register and share their thoughts and ideas related to smart living.
The site is targeted at the youth in the age group of 18-35 years. It has already received 50,000 unique visitors; 3,000 members have joined the site, within a month of its launch.
A total of 206 ideas have been submitted by the users. One of the interesting tips offered by a user is, ''Do not leave appliances on standby: Use the 'on/off' function on the machine itself. For example, a TV set that's switched on for three hours a day and is in standby mode during the remaining 21 hours uses about 40 per cent of its energy in standby mode.'' Another interesting tip on cleaning mirrors says, ''Apply a small amount of toothpaste on the mirror and wipe with a wet newspaper sheet. You can also use ash instead of toothpaste.''
RMG Connect, JWT's direct marketing, customer relationship management and digital solutions company, has conceptualised the campaign, while DGM India, an online marketing company handles media planning and buying for the brand.
Legrand has already started promoting the website across major portals and lifestyle-related sites. It is also using search-engine marketing and the services of some online ad networks, such as Komli Media, to boost traffic on the site.
Legrand also plans to take this campaign offline through on-ground activities across various college campuses in India, in order to generate more ideas related to smart living from the youth. The ideas generated through the offline route will be available on the site as well.
