Schneider Electric wanted to launch its new ELKO One range of wiring accessories in a way that would truly resonate with professional electricians. Netprofile designed and executed a multichannel launch campaign built around the idea of “ELKO’s low-shelf range” – a tongue-in-cheek reference pointing to where the most affordable products are usually placed.

How do you convince electricians to try something new?

Electricians are a loyal bunch. They know what they like when it comes to installation products, and switching to something new often feels unnecessary. Above all, they value familiarity and ease of installation – but if the price is right and the distributor’s recommendation is trusted, they might just give it a go.

In spring 2025, Schneider Electric introduced ELKO One, a new series of wiring accessories offering a high-quality yet affordable option for cost-conscious projects. In a fiercely competitive market increasingly saturated with low-end alternatives, standing out required a bold, creative approach. Netprofile was tasked with designing and executing a launch concept that would not only be seen and heard – but remembered.

Speaking their language – and doing it with a wink

Our campaign brought together strategic planning, tactical clarity and humour tailored to the target audience. At the heart of the idea was “ELKO’s low-shelf range” – a playful reference to how value products are often placed on the lowest shelf. True to the concept, ELKO One packages were positioned on bottom shelves in electrical wholesalers, and our main visuals featured a squatting electrician reaching for them.

The key message was clear and clever: “ELKO One – low on price, high on quality.” The tone was bold, cheeky and instantly recognisable to our core audience.

Netprofile delivered a full campaign plan, channel strategy, targeting recommendations and media budget allocation. We also produced all campaign materials across channels, including a front-page print ad, static and video banners, newsletter content, social media posts and ads, website visuals, SEM ads, call-to-action copy, product leaflets and even an April Fool’s Day concept.

Humour builds connection

The campaign was met with overwhelmingly positive feedback from Schneider Electric’s internal teams, distribution partners and target customers. The concept, visual style and humorous tone stood out and hit the mark.

Netprofile delivered all materials on a tight schedule across every key channel – from print and digital to in-store messaging. Electricians responded positively, and “ELKO’s low-shelf range” became a talking point in the trade. Product sales also gained momentum right out of the gate.

The collaboration will continue – the next product campaign is already in the works.