CHARLESTON, S.C. – Last week Sonepar revealed its national brand advertising campaign in San Diego at the annual National Electrical Contractors Association (NECA) convention. Entitled “Our knowledge is ELECTRIC,” the campaign begins running this fall and will continue throughout next year in the United States.
“We sought to amplify our brand promise with our customers through this campaign,” said Rob Taylor, President of Sonepar Americas. “We worked with top PR firm, Edelman, to articulate our unique value proposition, attributes, and vision that would resonate with our customers on a personal level. At the heart of the campaign is the understanding that knowing is the key to competing and thriving in our industry today. And it is not just what you know but who you know and how they put that knowledge to work for you,” added Taylor.
Sonepar kicked off the campaign at the NECA convention with a digital spot, in-booth signage, outdoor advertising using 3D mobile trucks, pedicabs, the new Gaslamp Quarter jumbotron, and at a fully decked-out party venue where hundreds of customers were hosted. Moving forward, each operating company will adapt the campaign slogan and language to speak to the needs and goals of their regional customer bases. The Our knowledge is ELECTRIC campaign focuses on how our brands partner with their customers today and help them conquer the challenges of tomorrow.
“Sonepar has outpaced our competitors in investments in infrastructure, both physical and digital, which is positively impacting our ability to service the customer and the customer’s ability to manage their business,” said Taylor. “It is our collective knowledge drawn from local markets and operating companies, a global supply chain, global digital organization, and predictive data that allow us to help our customers adapt to changes in our industry and be positioned for long-term success. These pillars of proof will be highlighted throughout the campaign elements.”
Sonepar brands will deliver the campaign through creative storytelling and strategic amplification using owned channels and paid media.
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