The Ultimate Experiment
Nexans Sweden
Issue 41 | December 2016
Agency
Mecka
Creative Team
Creative Director/Copywriter Lasse Kampe Art Director Neale Payling Copywriter Klara Käll
Production Team
Production Manager Lena Sköld Final Arts Andreas Norén Web Developer Magnus Tapper Producer Mecka Studio Lotta Cabrera Persson Creative Film Mecka Studio Tobias Davidov Creative Film Mecka Studio Emil Dorbell
Other Credits
Key Account Director Anders Kåpe
Date
September 2016
Background
Nexans was one of the world's largest producers of cable equipment. One of their product segments was fibre cable, in which they were market leaders in Sweden.
When they launched a new range of micro cables, they had to reach a wide diversity of target audience. The second challenge was that many people could not tell the difference between Nexans' cables and other cables on the market even though Nexans cables were tested more thoroughly to cope with Nordic conditions.
Idea
The idea was to create the 'ultimate' experiment for the 'ultimate' cables by knitting a fully functioning cable sweater with Nexans micro cable. (Note also that 'cable knit' is a a well-known term for a specific kind of knitted jumper.)
At the core of the campaign was a website where you read about the products and watched a movie in which the cable sweater was exposed to extreme (and very unusual) tests.
It was tested in icy water, in the heat of a sauna, it was dragged through the mud and still it delivered.
A direct mail pack was sent out to generate interest before the launch. Key potential clients and opinion formers were mailed knitting needles and details of the programme.
Social media, banners, digital marketing and print did the rest.
The fully functioning cable sweater was also on display at exhibitions.
Results
Not yet available.
Our Thoughts
It is a simple human truth that if you are interesting, people will be interested in you.
Most B to B communications do not acknowledge this and a steady stream of dull and unnoticeable advertising is the result.
A second truth is that there is no such thing as a boring product, only boring advertising. So full marks to Nexans for trying to be a little bit interesting. And for spending a little bit of money on it.