CASE STUDY
Legrand
Brand Activation Roadshow
Executive Summary
When Legrand AV, a global leader in electrical and digital building infrastructures with over 150 years of innovation, needed to strengthen customer relationships across America, traditional outreach wasn’t enough. NPARALLEL + Atomic Props designed and executed a nationwide roadshow featuring a custom-built 26′ mobile showroom that brought Legrand’s products directly to customers’ doorsteps. The campaign traveled to 150 locations, generating thousands of meaningful interactions and elevating brand presence in key markets.
Business Challenge
Legrand AV faced the challenges of the 2020 pandemic and the loss of in-person customer connections. Like many companies, they experienced the disruption of traditional trade shows and missed the irreplaceable interaction with customers about installs, applications, and challenges.
As a company serving the AV industry with solutions for installers and integrators, they needed a way to showcase their extensive product portfolio beyond virtual presentations.
Goals & Objectives
- Find an alternative to traditional trade show experiences during pandemic restrictions
- Provide hands-on product demonstrations for AV solutions
- Enable safe, in-person interactions with customers and sales representatives
- Recreate the collaborative problem-solving discussions that drive their business
The company needed an innovative solution that would bring their brand experience directly to customers while showcasing their product portfolio in an engaging, memorable way.
Our Solution
When our partners at Legrand faced these challenges, they came to NPARALLEL + Atomic Props for a solution. The answer was a nationwide roadshow program designed to bring the brand directly to their customers.
Our team handled every aspect of this mobile experiential marketing tour—from strategy and design to fabrication and full program management.
The roadshow featured:
- Custom 26-foot trailer: Pulled by a branded Legrand truck, jam-packed with Legrand AV solutions, described as “like a mini InfoComm”
- Interactive tech touchpoints: Multiple screens and technology for customer engagement
- Product displays: Latest AV solutions and products from favorite AV brands within the Legrand portfolio
- Rolling outdoor kiosk: Additional display space for customer engagement
- Hands-on experience: Customers could walk through, operate, and touch everything
- Safe environment: Designed to provide secure, in-person interactions during challenging times
- Virtual component: 3D virtual experience available online for additional engagement
- 150 locations: Comprehensive coverage across the United States
Results
This bold roadshow activation delivered thousands of high-impact, sales-driving interactions as the trailer made 150 stops across America. The program successfully recreated the trade show experience in a mobile format, allowing Legrand AV to maintain crucial customer relationships and continue collaborative discussions about installations, applications, and technical challenges.
The mobile tour enabled customers to explore, learn, and connect face-to-face in a safe, engaging environment, significantly boosting customer engagement and brand visibility during a challenging time for traditional events. The success proved that when brands go to where their customers are, powerful things happen.