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Published on January 25th, 2017 | by The GC Team

Online campaign delivers sub-standard cable message

The Approved Cables Initiative (ACI) has developed an online video campaign to highlight the problems and potential dangers installers and contractors can face with sub-standard cable.

The campaign launches with three messages – Dressed to impress tells the viewer that some cables are deliberately under-specified when produced; Speak the right language highlights the fact that what’s written on the cable may not be what you buy; Better behaved cable suggests that if the purchase doesn’t feel right then it probably isn’t.

The ACI said the campaign will grow into a collection of animated videos as part of its further involvement in content marketing.

“We understand that our target audience is embracing social media more and more to find answers and now looks to a range of channels for information,” said the ACI’s Peter Smeeth. “More often this will involve social media, and online videos continue to grow in popularity. With a picture worth 1,000 words, as they say, and one in three in the UK viewing at least one online video a week, a video campaign done well can spread the messages we want to share in a simple and clear format to new and existing audiences.”

The videos will be hosted on the ACI’s website and its YouTube channel. The organisation said it hopes that all cable industry associations will share the content with members and followers.


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