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Legrand India launches online campaign to promote its Arteor product range

by Satrajit Sen

Legrand India, which produces equipment for electrical installations, has launched Legrand-Arteor.in, an online campaign to promote its new Arteor range of devices and controls for home automation. Launched on December 23, 2009, the website allows users to virtually explore and experience a smart home that has the features of the new product line.

by Satrajit Sen

Legrand India, which produces equipment for electrical installations, has launched Legrand-Arteor.in, an online campaign to promote its new Arteor range of devices and controls for home automation. Launched on December 23, 2009, the website allows users to virtually explore and experience a smart home that has the features of the new product line.

Before experiencing the new features, the user is first made to take a detour via an old home which has older lighting equipments. As the user takes a tour and enters a new home, the smart features of the new product range are displayed in an interactive way where the user can control the lights, fan, music system, TV and other equipments placed in different rooms of the house.

The online campaign has been executed in association with Mumbai-based digital agency Experience Commerce. According to the agency, the interactive website has already attracted more than 45,000 unique visitors, out of which 38,000 entered the virtual house by ringing the doorbell and around 52 per cent of those entering the house have completed the virtual tour and experienced the new product range.

“Every switch and device in the tour of Arteor powered home is measured and we have very interesting statistics. For example, we know that the four scenario micro-push in living room and the dimmer switch were most popular and got used the most with almost 80,000 pushes,” Sandip Maiti, CEO, Experience Commerce, has told AlooTechie.

The Arteor online campaign is also being promoted through display advertisements using two different banners. One banner has a sad Mona Lisa face and the other is designed around living smart in 2010. “The Mona Lisa campaign created a lot of buzz as it gave click through ratio (CTR) of over two per cent consistently and has just been featured on many media sites. We have targeted international sites such as Wall Street Journal for all traffic originating in India and also About.com, in addition to multiple design and architecture related websites. We have also used Yahoo News and Finance and a couple of other business news sites such as LiveMint.com and EconomicTimes.com,” said Maiti.

The campaign is also being promoted through email marketing and social media sites like Facebook and Twitter. “We have integrated social media via Facebook Connect, and also encouraged people to join the campaign page on Facebook. We see more information spreading using conventional channels such as email share, possibly because of the more mature profile of audience. Surprisingly, there is distinct resistance to using Facebook connect for login, by majority of users in this campaign,” added Sandip Maiti.

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