Established in 1949, CBI-electric: low voltage is a subsidiary of renowned JSE listed industrial group Reunert, with international operations across Africa, Asia, Australia, Europe, and USA. CBI-electric: low voltage’s circuit breakers can be found in almost every home and the company has firmly become a market leader over the last 72 years. To successfully launch and introduce the brand’s new IoT (internet of things) home automation range, Hook, Line & Sinker (HLS), has been appointed as agency of choice to support the brand’s new digital transformation journey while positioning the company as an innovative leader.

Following an intense three-way agency pitch which included the development of a two-year full scope communications strategy across paid, owned, earned, and shared communications channels, HLS’s tech-first approach secured the launch of CBI-electric: low voltage’s Astute Range across local and Pan-African markets. The robust strategy will feature a collection of quarterly podcasts with tech influencers, an intense Pan-African media relations campaign, website developments including a chatbot to support the sales funnel, a 24-month advertising campaign, and an active social media drive with renowned celebrity influencers – all creatively packaged for both business and consumer audiences.

“CBI-electric: low voltage has prospered for more than seven decades in supplying its product range to authorities, utilities, original equipment manufacturers, commercial property developers, industrial, mining, telecommunications and general power distribution applications,” says HLS Business Unit Manager, Emma Rijkers. “And now the brand’s next B2B and B2C chapter will focus on IoT while educating various audiences on how to become more connected and sustainable as we navigate the 4th Industrial Revolution across the continent.”

CBI-electric: low voltage will join the agency’s tech stable which includes global software giants, SAP, HyperionDev (backed by Facebook and Google), Skynamo, Metrofile, Mobiz, RoomRaccoon, Africa Code Week, and Meet and Code Europe.

“After over 70 successful years as a global supplier to the world’s  industries, data centres, and vast array of other mission critical applications, it gives us great pleasure to begin a new and exciting chapter in the tech space,” comments Aletta Olivier, Marketing Manager at CBI-electric: low voltage. “As an industry leader, we’ve taken our locally manufactured products to a global level while maintaining a leadership position on home territory. We look forward to working with the HLS team. Their award-winning credentials, global business and tech experience, and most of all – their creative 360-degree strategy delivered from a young and vibrant team, is exactly what we require to take our business to the next tech-level.”

For more information about CBI-electric: low voltage and its all-new Astute Smart Range, visit

Submitted by Hook, Line & Sinker