How WLR’s leverages its multi-media platforms in shaping the messaging and positioning of the new Electrocity brand.
Electrocity, formerly known as Kelly & Dollard, has successfully completed their rebranding campaign. The rebrand aimed to capitalize on their reputation and align with the names of their other two stores in the southeast.
With a recently renovated store that has doubled in size, Electrocity is now providing customers with an unparalleled selection of kitchen appliances and cutting-edge technology from top brands such as Samsung, Sony, and LG.
The experienced team, led by Jonas Leonavicius, is still the same, with familiar faces like Frank Frampton, Georgina O'Donnell, and Cathy Burke providing customers with in-depth knowledge and advice for over 20 years.
The Challenge
Kelly & Dollard, a long-standing and well-known electrical store in Waterford, faced the challenge of rebranding and changing their name to Electrocity.
This meant risking the loss of brand recognition and equity that had been built up over the years with the previous brand name.
Additionally, they needed to effectively communicate the change to their loyal customers and attract new ones.
Offered Solution
To tackle the rebradning challenge, WLR launched a three-month campaign introducing new Electrocity brand.
The primary focus was to communicate that Electrocity is the same company with the same great people, but with a new name. The campaign began with an ad promoting the refurbishment sale to clear out old stock, followed by ads highlighting that the company had been growing alongside its customers for over 30 years.
WLR hosted an Outside Broadcast event at Electrocity’s Waterford store, encouraging listeners to visit the newly rebranded store and take advantage of weekend-only special offers.
WLR also created social media videos and posts around the Outside Broadcast to amplify its reach.
Customer Benefits
The rebranding campaign was a success, resulting in increased enquiries, sales, and revenue for Electrocity.
The campaign effectively conveyed the brand’s message to both loyal and potential customers, resulting in increased interest and engagement.
WLR’s exposure of Electrocity’s rebranding helped customers to gain a better understanding of the changes and improvements made by Electrocity, alerting them to an expanded range of products and ultimately enhancing their overall shopping experience.
The WLR Outside Broadcast event held as part of the rebranding campaign proved to be successful in attracting new customers and increasing sales.
Electrocity saw an increase in enquiries and sales during the campaign, which contributed to overall revenue growth.
The event also helped to generate an exciting buzz around the new brand and attract new customers to the store.
The rebranding campaign was a great success, thanks to the hard work of our team and the creative solutions provided WLR our multi-media partner. We saw an increase in customers and sales during the campaign, and we’re excited to see where our new Electrocity brand takes us in the future.
Bill Hackett, Managing Director