The Ultimate Experiment

Background

Nexans was one of the world's largest producers of cable equipment. One of their product segments was fibre cable, in which they were market leaders in Sweden.

When they launched a new range of micro cables, they had to reach a wide diversity of target audience. The second challenge was that many people could not tell the difference between Nexans' cables and other cables on the market even though Nexans cables were tested more thoroughly to cope with Nordic conditions.