Sister agencies M&C Saatchi and Bohemia have created an integrated campaign for Clipsal by Schneider Electric that marks a major change in strategy for the company.
Clipsal is a primary sponsor of Nine’s The Block, with a 30-second TVC that highlights how Clipsal’s electrical accessories and smart home solutions make consumer’s homes the envy of the neighbourhood.
The integrated sponsorship includes elements across TV, online and the e-commerce site ‘The Block Shop’, presenting a platform to promote the Clipsal brand to a mass audience.
Cam Blackley, chief creative officer at M&C Saatchi, said: “Because Clipsal products are hidden in the walls, we wanted to play on how they make you feel, the sense of power they give you over your surrounds.
“Cue the story of a bulldog coming home and having things all her own way. It’s a bit of fun and, personally, I love ‘Master Your Castle’ and see it being a very rich creative territory for years to come.”
Chris Kerr, vice president of Schneider Electric’s Clipsal businesses, said: “Clipsal has supported generations of Australians who are house proud and invest considerable time and emotion into making their homes comfortable, safe and beautiful.
“The TVC and its cast of fun doggy characters tells that story with humour and style.”
Chris Quinn, vice president of marketing and digital customer experience for Schneider Electric, said: “This marketing initiative comes after a successful 17-year sponsorship of the Adelaide 500 Supercars event, Clipsal 500, which had strong engagement with industry partners, but wasn’t the whole picture for the Clipsal brand.”
Mark Echo, media director at Bohemia, said: “The partnership between Bohemia and Schneider Electric continues to grow and we are setting up a range of media partnerships including this opportunity for the Clipsal brand with Nine.
“It has been a truly collaborative effort between Bohemia, Clipsal and M&C Saatchi to shape the campaign idea beyond the standard sponsorship and into different parts of their business.”
CREDITS
Client: Schneider Electric
Vice president of marketing communications and digital customer experience: Chris Quinn
Vice president of Clipsal businesses: Chris Kerr
Creative agency: M&C Saatchi
Chief creative officer: Cam Blackley
Senior art director: Luke Simkins
Copywriter: Chris Ching
Executive producer: Loren August
Group account director: Samuel MacDonnell
Senior account director: Josephine Ross
Planning director: Tyler Wilson
Project manager: Rebekah Ross
Production company: Revolver
Director: Matt Devine
Producer: Alex Kember
Media agency: Bohemia
Media director: Mark Echo
Media executive: Matthew Cuda
