Nexans Sweden: The world's first real cable sweater

Nexans, a cable equipment company, created a knit sweater from its cables to showcase their flexibility and convince consumers in Sweden to buy its product over competitors.

Agency: Mecka

Product Description

Nexans is one of the world's largest producers of cable equipment. In September they launched a new range of micro cables on a market worth 40 million dollars/year. Nexans initial goal was to increase sales +10 % (Q4 2016 compared to 2015). One challenge was the diversity of their target audience: 650 buyers, entrepreneurs and installers. The second challenge was the fact that their audience couldn't tell the difference between Nexans' cables and competitors' cables.

Objective of the Campaign

Our strategy was based on three insights: 1) We couldn't exclude any part of the target...

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