Landis+Gyr, part of Toshiba, is a $1.5 billion supplier of products that enable utilities to manage energy better. Research showed the company needed to raise its profile in the North American market so that it would be viewed as the clear leader in smart grid technology space.
Movéo found that Landis+Gyr was not communicating its unique value in ways that were meaningful and relevant to its customers. We created four value propositions and tested them in a major national study. One statement — revolving around flexible, tailored solutions that work today and tomorrow — was the clear winner.
Movéo developed a theme encapsulating the new value proposition — Future.Ready. This theme was applied in a multi-year integrated campaign with a strong thought leadership component.
Brand metrics were measured across three quantitative studies. Campaign metrics were measured throughout their deployment cycles. All leading brand KPIs rose each year studied. Association with importance factors went up as much as 70%. Landis+Gyr’s contact database increased exponentially over the same period.
Recent data shows that Landis+Gyr now has a firm lead over competitors on attributes that matter to utilities as a result of the campaign.