MGE Office Protection Systems: new brand, new publicity campaign

To enable end users and distributors to identify MGE Office Protection Systems as a major player in the UPS market, a publicity campaign is being set up in France and Europe to clarify the situation as quickly as possible. Eaton has commissioned the Saraband publicity agency in Isère to develop the brand image using the Authentic Blue Power stamp . The blue color of the MGE Office Protection Systems logo is now THE distinctive sign of the brand.

“We decided to launch an on-line publicity campaign with various types of messages - corporate applications and product innovation – on tightly targeted Web sites. For example, in France, since 14 April, there have been Web banners on ITRnews.fr, Silicon.fr, lemondeinformatique.fr, 01net.com, etc linked to a page dedicated to the campaign. In addition to this on-line campaign, advertisements have been placed in specialist electrical and/or IT magazines such as Electro Magazine, J3E, Distributique, JDLI and Tendances IT,� explained Hervé Tardy, Vice-President and Director General of the Distributed Electrical Protection Division.

The campaign started in France and will last for several months until autumn 2008. It will be translated into 7 other languages (English, Spanish, Italian, German, Portuguese, Dutch and Russian) and be mounted in countries where MGE Office Protection Systems are sold, with advertising banners, posters, special offers and other publicity techniques. The page www.mgeops.com/authentic_blue_power has been created specially for this campaign and can be accessed by all European customers.

The key messages of Authentic Blue Power

The campaign is based on a teaser and answer approach which establishes the visibility of MGE Office Protection Systems in the electrical protection sector, with single phase UPSs, power supply management systems and associated services. This approach emphasizes the value of Authentic Blue Power. Although the brand is new, the products are based on more than 25 years’ experience since 1983 when Schneider developed and marketed their first single phase UPS. The stamp bearing the words ‘Authentic Blue Power’ and ‘MGE Office Protection Systems since 1983’ is the seal of approval for this long-standing expertise.

‘Insist on the authentic blue brand for single phase electrical protection� is the campaign message. In short, choose the blue brand for continuity.

About Eaton

Eaton’s electrical business is a global leader in electrical control, power distribution, uninterruptible power supply and industrial automation products and services. Eaton’s global electrical brands, including Cutler-Hammer®, MGE Office Protection SystemsTM, Powerware®, Holec®, MEM®, Santak and Moeller, provide customer-driven PowerChain Management® solutions to serve the power system needs of the industrial, institutional, government, utility, commercial, residential, IT, mission critical and OEM markets worldwide.

Eaton Corporation is a diversified power management company with 2007 sales of $13 billion and is a global technology leader in electrical systems for power quality, distribution and control; hydraulics components, systems and services for industrial and mobile equipment; aerospace fuel, hydraulics and pneumatic systems for commercial and military use; and truck and automotive drivetrain and powertrain systems for performance, fuel economy and safety. Eaton has 81,000 employees and sells products to customers in more than 150 countries.

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