• Hamilton Product Launch - Smart Multi-Point Dimming

    PRODUCT: NEW LEDSTAT Smart Dimmers

    AUDIENCE: Professional Electrician ~ Wholesalers ~ Interior Designers

    CHALLENGE: Hamilton had already developed the LEDSTAT smart dimmer range. The challenge was how best to market it to two very different audiences – professional electricians and interior designers.

    For electricians, the key benefit was true multi-point dimming from up to three positions, combined with familiar retrofit wiring and smart control via the Hamilton Lite App, Alexa and Google Home.

    For interior designers, the appeal was control, ambience and aesthetics, supported by a wide choice of decorative plate designs and finishes.

    Our role was to shape the messaging, launch activity and supporting communications around what mattered most to each audience.

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    SOLUTION: We developed two complementary launch campaigns: 

    Professional Electricians

    LEDSTAT was launched at ELEX Alexandra Palace, with hands-on demonstration at the heart of the campaign.

    Contractors could see true multi-point dimming working in practice and understand how smart control could be added without abandoning familiar wiring methods.

    The launch was supported by front-cover exposure, print and digital advertising, technical editorial, web content, newsletters and social media.

    Richard Bowler, Editor of Professional Electrician & Installer, was invited to experience the system first-hand and subsequently wrote and published a product review, adding valuable third-party validation.

    Interior Designers

    For designers and architects, the emphasis shifted to control, ambience and decorative choice.

    Targeted email and digital campaigns, supported by home décor media, built awareness ahead of appearances at London Design Week, Clerkenwell Design Week and Decorex 2024.

    The events gave specifiers the opportunity to experience the smart control functionality alongside Hamilton’s extensive range of decorative plate finishes.

    OILING THE WHEELS OF HAMILTON…

    Strategy: Audience segmentation, launch strategy and campaign planning

    Creative: Audience-specific launch concepts and messaging

    Advertising: Electrical trade, interior design and home décor media

    Design: Press advertising, exhibition graphics and campaign collateral

    Digital: Website content, email, newsletters, MPUs and social media

    PR: Product launches, editorial features and independent reviews

    Events: ELEX, London Design Week, Clerkenwell Design Week and Decorex

    Lead Generation: Targeted interior designer database and email campaigns

    Content: Technical articles, product features and social content

    RESULTS:

    The two-campaign approach allowed Hamilton to present the same smart control range in a way that was relevant to each audience.

    For electricians, demonstration and independent editorial review helped build installer confidence and strong trade visibility.

    For interior designers and architects, targeted communications and design events positioned LEDSTAT as both a smart control solution and a decorative specification choice.

    Together, the campaigns broadened awareness of Hamilton’s smart control capability among both installers and specifiers.

  • Front covers on leading trade magazines deliver significant brand impact, signalling Hamilton’s intent to the professional installer market. Meanwhile, print ads sustain campaign momentum and broaden audience reach.

  • Engaging editorial content provides a platform to tell the product story, highlighting resolved industry performance issues and promoting compelling reasons-to-buy, thereby driving product sales!

  • Inviting Richard Bowler, respected editor of PEI Magazine, for a hands-on demo brings credible, third-party insight that installers trust. His review adds serious weight—turning product claims into proven confidence.

  • Web articles, newsletters and social media provide instant online access to technical and performance information.

  • Not forgetting the constant drip of product-puffs ensures the brand remains top-of-mind.

  • Leveraging home décor press guarantees exposure to both end users and interior designers, maximising impact and delivering essential pull-through marketing.

  • Targeting a created sales database of interior designers with tactical eshots and online content before industry trade shows.

  • Launching at London Design Week (Chelsea) gave interior designers and architects the opportunity to see and try the system for themselves. Other campaign shows included Clerkenwell Design Week and Decorex 2024.