How do you build a relevant database of independent electricians with just US$500 in investment? With “I Need an Electrician,” we turned an everyday need—finding and recommending electricians—into an opportunity to identify real professionals, generate conversation, and transform those interactions into actionable data for Bticino. A simple idea, rooted in real human behavior, that turned a minimal budget into a platform for acquisition, knowledge, and relationship-building for the brand.