100 Years of the Miniature Circuit Breaker100 Years of the Miniature Circuit Breaker

Category: Best Content Marketing Launch
Project Name: 100 Years of the Miniature Circuit Breaker
Company: Schneider Electric

Schneider Electric launched a global campaign to celebrate the 100th anniversary of the miniature circuit breaker (MCB), a vital yet often overlooked home safety innovation. The campaign aimed to elevate the MCB from a silent device to a symbol of protection and progress, bridging the awareness gap among consumers and rebuilding trust with electricians. Instead of focusing on technical specifications, Schneider Electric crafted a narrative rooted in emotion, education, and pride, positioning the MCB as a lifelong protector of home safety.

Research revealed a concerning knowledge gap — 42% of Gen Z couldn't locate their electrical panel — while electrician engagement was declining in key markets. This dual challenge required a strategic approach to reconnect with both consumers and professionals.

The campaign positioned the MCB as a "lifelong protector," using emotional storytelling to bridge the awareness gap with consumers while rebuilding trust with electricians. By emphasizing the device's century-long legacy of safeguarding homes and families, Schneider Electric created a compelling narrative that resonated across generations.

Implementation featured a diverse content strategy including nostalgic animation that humanized the MCB, interactive augmented reality (AR) exhibits that educated through engagement, global contests that sparked participation, and shareable digital content designed to spread awareness organically.

This multifaceted approach successfully elevated the humble circuit breaker from an invisible utility component to a recognized hero of home safety, generating meaningful conversations while strengthening brand loyalty among both consumers and industry professionals.

Why they're award winning: