NICEIC and ELECSA Presents The Cage

New TV and online campaign by NICEIC and ELECSA.

NICEIC and ELECSA has produced its first ever TV and online commercial promoting the use of its registered contractors. The Cage is a 30-second insight into the potential hidden electrical dangers that can exist in a home.

“This is an exciting first for NICEIC and ELECSA,” commented Mark Smith, Marketing Director at Certsure, which operates the NICEIC and ELECSA brands.

“We are committed to promoting our contractors in new and innovative ways that recognises the specialist work they do. This year sees NICEIC mark its 60^th anniversary and we wanted to do something special to celebrate that fact and produce something each of our registrants can be proud of.”

NICEIC and ELECSA carried out extensive research to evaluate the level of awareness that householders have for domestic electrical installations. The study revealed that the majority of people take electricity in their homes for granted, simply because it’s invisible.

“This is the first time in UK advertising history that an electrical installation has been visually brought to life in this way.”

Using advanced CGI animation, The Cage shows a homeowner oblivious to the wall of electrical currents surrounding her.

“This is the first time in UK advertising history that an electrical installation has been visually brought to life in this way,” added Mark. “We hope it will make people think about getting their electrics checked.”

The advert launched in Scotland and Northern Ireland over the Easter weekend – to tie in with the traditional start of the DIY season when many people begin thinking about carrying out work on their home.

It will run for another two weeks on channels such as UTV, STV and Channel 4 – reaching millions of TV viewers. It will also be promoted online and across social media in England and Wales.

“The NICEIC brand is the most recognised amongst homeowners and has been proven to win contractors more work. We want to build on that and promote the benefits of using an NICEIC or ELECSA registered electrician to consumers. The TV commercial is just the next step we have taken to promote our contractors.”