Client ■ Nexans
Industry ■ Manufacturing
Media used ■ Direct mail, web
Target audience ■ Key potential clients
Date ■ September 2016
Country ■ Sweden
Agency ■ Mecka
Nexans is 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.
The idea was to create the 'ultimate' experiment for the 'ultimate' cables by knitting a fully functioning cable sweater with Nexans micro cable. (cable knit is 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 were used subsequently. The fully functioning cable sweater was also on display at exhibitions.