Prysmian

As both the world’s largest manufacturer of energy cables, and an organisation that’s fully committed to providing innovative, sustainable solutions to its customers, Prysmian set itself the ambitious goal of becoming the ‘partner of the utilities’ throughout Europe.

A key component of this strategy was the development of P-Laser – a network cabling solution designed and developed to deliver the performance and sustainability utility providers demand.

The benefits of P-Laser are many: as well as providing enhanced performance and reliability, it optimises supply chain processes, reduces total cost of ownership and is produced using ‘zero-gas technology’, which means increased energy efficiency and reduced greenhouse gas emissions.

But that doesn’t make it an easy sell to utilities organisations.

In the key territories of the UK, the Netherlands, Italy and Spain, decision makers needed to be presented with persuasive, engaging and fact-filled arguments to support ongoing discussions with Prysmian’s sales teams. After all, any decision to embed new cabling technology into a network needs to be right, now and decades into the future.

The Proctors response
Launching the technology was big news for Prysmian. So we ensured our promotional activity carried the depth, breadth and weight it demanded, in each of the four key countries.

Thematic P-Laser brochure – three main benefit ‘strands’ (in terms of the environment, production efficiency and network performance) needed to be summarized in one cohesive launch brochure. Supporting every argument with critical facts and figures, we established both a visual style and messaging structure for the technology in this flagship launch item.

Press advertising – opening with an advert focusing on the environmental rewards of P-Laser, we have developed a suite of press advertising which mirrors the messaging promoted in the brochure.

P-Laser video – an audio-visual presentation of the technology and its key benefits. The translation of the visual style from print to moving image was a particular success as part of this project.

HTML animated email – a moment of epiphany happened when we realized that a mk1 Fiat 500 weighed almost exactly 500kg – which is precisely how much high-quality plastic is recovered for every 1km of P-Laser laid. It was too good an analogy to miss, so we created an HTML email featuring animated GIF which made this environmentally persuasive point in an attention-grabbing way.