Launching the first commercial IoT solution, Galaxy
Legrand introduced emergency lighting to the building industry, being the first to meet growing community safety and compliance needs in this space. Despite various innovations and developments around wireless technologies, their current emergency lighting solution was failing to meet the demands of the technology-driven, digitally connected infrastructure space.
Legrand was losing market share to competitors and wanted to reposition themselves as the industry leader. So they developed their first commercial IoT solution, Galaxy.
Put simply, Galaxy is an emergency lighting monitoring system for smart buildings. Manufactured in Australia, it is specifically designed to streamline the process of testing emergency lighting. From specifying and installation, through to day-to-day monitoring and testing, Galaxy creates one simple solution.
The communication objective:
Launch Galaxy to market-creating sufficient interest to attract Specifiers to attend key launch events
Educate the market on the key features and associated benefits of the system
Reposition Legrand as innovators and leaders in electrical and digital infrastructure
To launch the product to market IMA developed:
Creative strategy with multiple creative territories
Communications strategy, launch plan, and associated deliverables
Product feature video
Digital display and social media comms
Launch event communications including targeted communications to drive engagement with the leading Architect and Building Specifier audience
Succesful launch events were held in each capital city and across NZ with some events attracting over 200 Architects and Specifiers.
Within three months Galaxy had been specified on five major projects with the product being well accepted by the market.
When responding to a significant client brief, it’s tempting to immediately start looking for creative solutions. To use a building analogy though, this is like making colour selections in your new house without first having laid the foundations.