Differentiate L&H within a highly competitive electrical wholesaler market. Despite existing high levels of brand awareness, L&H required a campaign to help make their brand the first choice amongst electricians across Australia.
When asked throughout a comprehensive research program, electricians often cited service as their key decision making criteria for choosing their preferred electrical wholesaler. This insight lead to the creation of a number of services both within the L&H branch and outside of it, to provide customers with greater access to the types of services they needed for their business.
L&H and RDI Creative launched a brand re-positioning campaign called “Our Promise? Great Service”. The program is designed to promote new service offerings and, in turn, shatter traditional views of service, such that a truly differentiated platform for electricians to select L&H over their competition was created.
One of the many ideas generated from the re-positioning program was the development of the “Use a Sparky” website (an online portal for consumers to find a local electrician). The website helps electrical contractors grow their business by assisting them to connect with consumers. The site offers useful electrical product ideas and offers consumers a number of cost effective ways to get the best electrical product solution for their circumstances. To promote the service a mainstream TV, social media and outdoor campaign promoting
the site was launched. So when L&H make a promise, you know they keep it.