2003-10-08 - by Gianluigi Valerin, Marketing Communication Manager - ABB SACE, and Mauro Catulli, LPD Italy
The new Élos wiring accessories series is being introduced into the Italian market of electric devices for residential environments, directly in competition with BTicino (Legrand), Vimar, Gewiss and other main producers in this segment.
Élos components and plates are technologically innovative with a refined design. The promotional campaign emphazises their uniqueness with the headline “Now you can open your eyes” (Ora potete aprire gli occhi): Élos awakens one’s senses like no other wiring accessories.
Élos was presented to installers at Intel 2003 with initiatives aimed at end-users such as advertisements in major Italian dailies and billposting in the Milan Fair area. Buses connecting Intel pavilions and gates were clothed with pictures of Élos.
A graphically impacting brochure illustrates the range’s two series, Élos Soft and Élos Smart. A technical catalogue will be available soon as well as updating of the online configurator and of the technical software (CATs, PicoWin and SPECs). Élos has been integrated in the short form catalogue recent reprint.
The interactive film in Business on line http://bol.it.abb.com allows visitors to choose among Élos functions, materials and colors. In www.intelshow.com Élos web page ranks among the products selected by the jury of the prestigious Intel Design Award.
To enter the market of architects, some special events will be organized and articles will be published in the most widely read magazines of this field.
Meetings will be held with wholesalers and distributors as well and the sales forces are receiving proper training and material including some samples of the plates.