Hughes Electrical

Hughes Electrical is a century-old family business, with community at the heart of what they do. Operating a national website, 19 stores and 3 service centres throughout East Anglia, they also have dedicated rental and trade divisions serving the region.

StrategiQ pitched the ‘Summer of Sport’ concept to Hughes to inspire customers to upgrade their TV’s to enjoy a season of spectator sports together as families. Hughes loved the idea, and StrategiQ employed a dynamic approach to realise it within the timeframe.

AI was used to create a family of characters who were transported (along with their sofa and snacks) into the sporting settings of Wimbledon, the Euros and the Olympics. The campaign was delivered via a series of digital and out-of-home print materials with social media amplification, fortnightly product competitions and live posts during the Euros.

The results were impressive with significant YoY revenue increases and exponential growth of social media impressions through the competition and live tweeting during Euro matches.