Mumbai: In the digital age, the convenience of modern living has been revolutionised by the ability to order almost anything online. From electronics to beauty products to groceries, just one click is all it takes to have them delivered to their doorstep.
However, there’s one thing that nobody thought could be delivered home. Legrand’s new campaign ‘What’s in the box?’ piqued curiosity amongst its target audience.
The two-part film series left audiences, including an inquisitive dog, a vigilant guard and a nosy neighbour, in suspense about the box’s contents. This mystery gained even more traction on various social media and digital platforms, leaving viewers bewildered.
Following a frenzy of excitement, the brand ultimately revealed the secret – Legrand products were now available for delivery right to your doorstep through Legrand’s E-Shop. This revelation was warmly received by those seeking the convenience of online shopping for switches and other electrical items.
The brand teamed up with Scoopwhoop to create a vox pop-style video where they asked individuals to make guesses about the contents of the box. The video also captured their pleasantly surprised reactions when the box was finally revealed.
The brand plans to continue the campaign through a set of 20 short videos on YouTube Shorts, showcasing the advantages and attributes of diverse Legrand products, as well as the seamless process of purchasing them through E-Shop.
Speaking about the campaign, The director of marketing at Legrand, Sameer Saxena said, “Indian consumers are becoming increasingly savvy shoppers as there are several online tools that can help Indian consumers make informed choices. The E-shop is designed to make the customer experience journey as smooth as possible. The #WhatsInTheBox campaign was a clever and effective way to build intrigue among the audience and reveal that switches can now be delivered to the doorstep.”
Legrand head of brand & digital business Laxman Tari, said, “A sense of anticipation and curiosity was created by the campaign’s mysterious boxes, and the reveal was both unexpected and delightful for the audience. As a result, the campaign was highly successful in raising awareness of our new D2C channel – E-shop and generating excitement for the product range.”
Ideas Farm head of business & strategy Priyanka Dey added, “It gets truly interesting when atypical consumer categories start entering the Ecomm space. The campaign idea is rooted in this very fact. Guess whatever you can is in that box. Bet you won’t be able to guess this. It’s a fun way of announcing.”
