afaqs!

Legrand engages users to generate ideas for smarter living

By Kapil Ohri , afaqs!, New Delhi | In Digital | March 19, 2009
In its first-ever online marketing campaign, Legrand asks its target audience to share their ideas on smart and healthy living

Legrand, the France-based residential and commercial electrical equipment manufacturing company, has launched a website on smart living, named IdeasThatClick.in. This is part of its first-ever online marketing campaign in India.

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.

& #BANNER1 & #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."

Speaking to afaqs!, Palash Nandy, deputy general manager, marketing and communication, Legrand (India) says, "IdeasThatClick.in is aimed at establishing the Legrand brand's association of smart living in the mind of consumers. It is not meant to promote any particular range of products."

Nandy adds, "We have opted for the UGC route, as we want to listen to consumers and understand what our target audience is thinking about smart living. In fact, we can use the ideas and suggestions pooled by consumers to improve our products in the longer run."

In order to get genuine and brand-neutral suggestions and to enable users to express their thoughts related to smart living freely, the company has not even revealed the brand upfront on the site. The Legrand brand name is only mentioned at the bottom of the webpages.

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.

Nandy says, "We are spending two per cent of total advertising revenue on online marketing."